Knowledge & Attention in the iTunes World

Attention Economy & Knowledge Economy in iTunes 1

ATTENTION ECONOMY ,[object Object]

The idea behind the Attention Economy is to create a marketplace where consumers are happy, because if they are shown relevant information - then retailers are happy too, because happy consumers spend money!4

Whatever the company is selling or doing comes in second to the process of gaining attention (Goldhaber, 1997) and it is important to remember that the rule with attention economy is money often comes from attention, but money cannot buy attention (Goldhaber, 1997; Gauntlett, 2004). 5

ATTENTION ECONOMY There are different ways of how the attention economy promotes iTunes: ,[object Object], Information gets our attention. They are easily shared and thus the Net takes our attention and getting these attention makes wealth. For example, Apple announced the release of the iPad, and along with it they were introducing a new app for it called iBooks in February 2010. This application allows any user to connect directly to the iTunes book store, called iBooks. Users can also download books from the iBooks store. 6

ATTENTION ECONOMY There are different ways of how the attention economy promotes iTunes: ,[object Object], Our attention is diverted towards media through advertising, newspapers, magazines, television, radio, cinema and others. In some ways they are spreading their message by getting our attention. Websites that are well-known and visited by millions of people has a high value simply because of advertisers. 7

ATTENTION ECONOMY There are different ways of how the attention economy promotes iTunes: ,[object Object], The User sharing library of iTunes is being shared over a local network using the closed, proprietary Digital Audio Access Protocol created by Apple itself. Any User could freely access shared music anywhere over the Internet, in addition to one's own subnet, by specifying IP addresses of remote shared song libraries. Moreover, some start by giving away on the Internet to have success. For example, Netscape built up a huge user-base for its web browser by giving it away. 8

ATTENTION ECONOMY There are different ways of how the attention economy promotes iTunes: ,[object Object], In fact, companies, websites and others do not get attention on the Internet because they have lots of money. For some instance, this money can bring them diverting multimedia and promotion to their website but if the website has no engaging content, it will not win attention. “Attention first then money follows!” In a full attention economy practically all organizations will be basically temporary, either communities in which attention is shared around pretty equally, or, more often, entourages of fans who form around one or a few stars to help them achieve the performances they are attempting. 9

Knowledge & Attention in the iTunes World

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