Attention In The Creative Industry

The success of new products and services within the creative industry sector is dependent on the product or services ability to employ various key concepts. The key concepts of attention, digital literacy and networks will be used to evaluate the theoretical soundness of the StudentLyfe news service. Attention is a rare commodity in an information rich society, which is why it’s vital to be able to shift through the non-essential information. To do this, consumers must have a sound knowledge of digital literacy. With the availability of producing new content, consumers must be able to access and understand vast amounts of information. Social networks are incredibly important to the success of any new service, particularly StudentLyfe. The concepts …show more content…
The key concept of attention is a social practice that has become a scarce resource in an information rich society (Hartley et al. 2013). Within the creative industries, the knowledge of how to attract, retain and convert attention is very important (Hartley et al. 2013). Due to the rapidly expanding wealth of information and content available to everyday consumers, attention has become a rare commodity. Contemporary attention is characterised by a consumers ability to switch between different modes of attention by filtering ‘fluff’ from ‘stuff’ (Lanham cited in Hartley et al. 2013). This means that consumers need to develop skills to navigate their way through the immense volume of content available to them or risk losing vital information (Hartley et al. 2013). As producer’s attention is constantly being attracted to various types of content, the ability to select the best bits of an item or service and adapt it to a different environment has become part of human nature (Pagel, cited in Hartley et al. 2013). This way producers are able to create products and services without any of the costs associated with innovation (Hartley et al. 2013). StudentLyfe employs the concept of attention by providing a tool which allows users to filter the ‘fluff’ from the ‘stuff’. Instead of having an immense amount of information available through …show more content…
Digital literacy is defined by Hartley et al. (2013) as the ability to access, evaluate, utilise, share and create content and information using digital technologies. In the digital rich society of today, the line between consumer and producer has become increasingly blurred (Hartley et al. 2013). As the technology to produce new content becomes easier to access, consumers are creating their own content as a means of self-expression (Hartley 2008). Due to the production of content being so readily available to consumers but not yet taught in professional institutions, social-learning has become the generally accepted method of learning (Hartley 2008). Producers of content are learning and adapting their own skills by accessing and evaluating the content of their peers. StudentLyfe employs the key concept of digital literacy in a variety of ways. To begin with, StudentLyfe uses digital technologies to create new content. The producers of the service will also need to access, evaluate and utilise existing content and adapt it to suit their own audience (Hartley et al 2013). StudentLyfe will also utilise the social-learning method by allowing the producers of the service to be influenced by their peers work. This allows for communicative relationships to form as well as fostering innovation. StudentLyfe employs the key concept of digital