It took 2,000 years for punctuation and spaces between words to enter written language, so can the continued evolution of how information is packaged, filtered and consumed be doubted? In this exploration of the changing economics of our information-based world, Lanham, professor emeritus of English at UCLA and author of The Electronic Word, proposes the problem with the information economy is "information doesn't seem in short supply. Precisely the opposite. We're drowning in it." Lanham posits that as society moves from a world defined by "stuff" to one defined by "fluff," people are increasingly in need of filters to weed through the information glut. Enter the arts and letters. Citing sources from the art world to Madison Avenue, Lanham delves into the increasing amount of importance placed on a product's packaging rather than the product itself. Lanham's points are strong and well-researched, as shown through his "background conversations," substitutes for endnotes included at the end of every chapter. If style is going to increasingly operate as the decision-making arbiter, Lanham should be commended on his: clear, jargon-free and forward-thinking.
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Book Description
If economics is about the allocation of resources, then what is the most precious resource in our new information economy? Certainly not information, for we are drowning in it. No, what we are short of is the attention to make sense of that information. With all the verve and erudition that have established his earlier books as classics, Richard A. Lanham here traces our epochal move from an economy of things and objects to an economy of attention. According to Lanham, the central commodity in our new age of information is not stuff but style, for style is what competes for our attention amidst the din and deluge of new media. In such a world, intellectual property will become more central to the economy than real property, while the arts and letters will grow to be more crucial than engineering, the physical sciences, and indeed economics as conventionally practiced. For Lanham, the arts and letters are the disciplines that study how human attention is allocated and how cultural capital is created and traded. In an economy of attention, style and substance change places. The new attention economy, therefore, will anoint a new set of moguls in the business world—not the CEOs or fund managers of yesteryear, but new masters of attention with a grounding in the humanities and liberal arts. Lanham’s The Electronic Word was one of the earliest and most influential books on new electronic culture. The Economics of Attention builds on the best insights of that seminal book to map the new frontier that information technologies have created.
