%0 Journal Article
%T Media Management: The Attention Perspective
%A Jung, Bohdan
%A Kowalski, Tadeusz
%J Zarządzanie Mediami
%V 2022
%R 10.4467/23540214ZM.22.001.16923
%N Tom 10, Numer 1
%P 1-21
%K attention, attention span, media management, digital economy, attention management
%D 2022
%U https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/media-management-the-attention-perspective
%X 
	With media being one of the first sectors of the information economy to be fully (i.e. with respect to its design, production, distribution, and consumption) digitized, an era of its management has come to an end. Existing boundaries between different media types have collapsed, as well as all limitations about time and space of media dissemination. However, this seemingly limitless expansion of media markets and media overabundance has come across a new barrier, which is that of human/consumers’attention needed for media consumption. Given shortening attention spans (as documented by empirical research), attention is increasingly perceived as the most valuable resource for the media sector and new strategies for attracting, retaining and sustaining attention must be devised and managed. Managing attention is now becoming the new core of media management.

	JEL: Z1, M11, D8