TY - JOUR
TI - Media Management: The Attention Perspective
AU - Jung, Bohdan
AU - Kowalski, Tadeusz
TI - Media Management: The Attention Perspective
AB - 
	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
VL - 2022
IS - Tom 10, Numer 1
PY - 2022
C1 - 2354-0214
SP - 1
EP - 21
DO - 10.4467/23540214ZM.22.001.16923
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/media-management-the-attention-perspective
KW - attention
KW - attention span
KW - media management
KW - digital economy
KW - attention management