Herbert Simon, the pioneer of the attention economy concept, emphasized that the rapid increase in information leads to a scarcity of attention. Particularly in 2020, when the pandemic began, the time spent in the digital world surged across all segments of society. This surge turned every consumer into an active content producer in the digital revolution.

Society, increasingly influenced by the rapid pace of digital evolution, is now deeply immersed in platforms like YouTube, Twitter, and Instagram. These platforms focus on captivating target audiences, contributing to a growing issue of information overload and diminishing the value of attention.

This phenomenon has reignited discussions on the “attention dilemma,” as the accelerating content consumption in social media creates a new dimension of value for attention. Herbert Simon consistently underlined that attention is a rare and valuable resource. The “attention economy” draws a direct correlation between the abundance of information in cyberspace and the decline in human attention spans.

As digital media evolves, the ability of internet users to focus on information diminishes. Merely presenting information no longer captures interest.

Information Overload = Attention Scarcity

“The rapid increase in information causes a scarcity of attention.” – Herbert Simon

The Unconscious Use of Social Media: Perpetual Attention Distraction

As humans, we are inherently social beings. From the dawn of humanity to the present, this characteristic has remained constant, but our methods of communication have undergone drastic changes, particularly since the early 1900s. Innovations in technology—from the telegraph and radio to television, computers, the internet, and now social media—have fundamentally altered how we connect.

The once criticized “idiot box” of television, which was blamed for passive consumption, now seems nostalgic compared to today’s solitary content consumption habits on platforms like Netflix, viewed via tablets, computers, or smartphones—often interrupted by social media notifications.

A recent study in Turkey shows that 8 out of 10 people have a social media account, spending an average of 4 hours daily on these platforms, with the 15–24 age group averaging 5 hours. Given that a day only has 24 hours, this significant time spent on social media highlights a staggering level of inefficiency.

Social Media’s Impact on Attention

According to theorists like Pettman and Stiegler, focusing excessively on social media causes endless attention distractions:

• Platforms designed for socializing increasingly impair our focus and memory, reducing attention spans to that of a goldfish or squirrel.
• Technology writer Clay Johnson argues that attention requires cognitive energy and deliberate effort to develop. Succumbing to every distracting notification weakens our ability to concentrate.
• As information becomes increasingly personalized, resisting its allure grows harder, further shortening attention spans.

This leads to:

• Difficulty reading long texts,
• Frustration with lengthy videos,
• Prolonged preparation for tasks,
• And constant mental distractions from smartphones.

Redirecting the Attention Dilemma to the Right Target

To attract and sustain attention, businesses and organizations need to analyze the attention they capture from customers and turn this limited resource into an investment. Here’s how:

1. Clarify Your Focus

John C. Beck and Thomas H. Davenport suggest that “attention leaders” can influence behaviors by creating meaningful content. By identifying what and how to focus, organizations can better manage attention. While daily life is filled with information exchange, much of it lacks meaningful content. The core of attention management lies in selecting and enriching information.

2. Build an Organizational Structure

The structure of an organization plays a critical role in either simplifying or complicating attention management. A well-defined structure directs the focus of employees and stakeholders. Companies must prioritize and organize their efforts according to their goals, ensuring their structure aligns with their primary objectives.

Conclusion

The growing digital landscape, driven by social media and rapid content consumption, has made attention a scarce and valuable resource. Organizations must recognize the importance of managing attention by curating meaningful content and focusing their efforts strategically. By adapting to this evolving attention economy, businesses can turn distractions into opportunities and thrive in a world where every second counts.