The Marketplace of Attention: How Audiences Take Shape in a Digital Age

06/30/23 • 19 min

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Feature films, television shows, homemade videos, tweets, blogs, and breaking news: digital media offer an always-accessible, apparently inexhaustible supply of entertainment and information. Although choices seems endless, public attention is not. How do digital media find the audiences they need in an era of infinite choice? In The Marketplace of Attention, James Webster explains how audiences take shape in the digital age.

Webster describes the factors that create audiences, including the preferences and habits of media users, the role of social networks, the resources and strategies of media providers, and the growing impact of media measures—from ratings to user recommendations. He incorporates these factors into one comprehensive framework: the marketplace of attention. In doing so, he shows that the marketplace works in ways that belie our greatest hopes and fears about digital media.

Some observers claim that digital media empower a new participatory culture; others fear that digital media encourage users to retreat to isolated enclaves. Webster shows that public attention is at once diverse and concentrated—that users move across a variety of outlets, producing high levels of audience overlap. So although audiences are fragmented in ways that would astonish midcentury broadcasting executives, Webster argues that this doesn't signal polarization. He questions whether our preferences are immune from media influence, and he describes how our encounters with media might change our tastes. In the digital era's marketplace of attention, Webster claims, we typically encounter ideas that cut across our predispositions. In the process, we will remake the marketplace of ideas and reshape the twenty-first century public sphere.

James G. Webster is Professor in the School of Communication at Northwestern University.

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James G. Webster is Professor in the School of Communication at Northwestern University.

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Previous Episode

Rose Hackman, "Emotional Labor: The Invisible Work Shaping Our Lives and How to Claim Our Power" (Flatiron Books, 2023)

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Rose Hackman is a British journalist who grew up largely in Belgium and now lives in Detroit. For The Guardian, she writes on issues involving gender, race, labor, policing, housing and the environment, with an eye to historically entrenches injustices.

Dan Hill, PhD, is the author of ten books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). His latest two books are Blah Blah Blah: A Snarky Guide to Office Lingo and Emotionomics 2.0: The Emotional Dynamics Underlying Key Business Goals.

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Next Episode

Peggy O'Donnell Heffington, "Without Children: The Long History of Not Being a Mother" (Seal Press, 2023)

In an era of falling births, it’s often said that millennials invented the idea of not having kids. But history is full of women without children: some who chose childless lives, others who wanted children but never had them, and still others—the vast majority, then and now—who fell somewhere in between. Modern women considering how and if children fit into their lives are products of their political, ecological, and cultural moment. But history also tells them that they are not alone.

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Dr Peggy O’Donnell Heffington teaches in History at the University of Chicago, and writes on feminism, women's movements, and motherhood in American and European history. She has been published in numerous outlets including the New York Times, Time Magazine and The Washington Post.

Catriona Gold is a PhD candidate in Geography at University College London. She is currently researching the US Passport Office's role in governing Cold War travel, and broadly interested in questions of security, surveillance and mobility. She can be reached by email, Mastodon or Twitter.

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