AUT - Attention in the Age of Information Overload
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Attention in the Age of Information Overload
This page offers information on Multimodal Research Centre's project "Attention in the Age of Information Overload".
Getting attention, keeping attention and measuring attention in the age of information overload
Research Area: Multimodal Discourse AnalysisProject Leader: Paul White
Project Abstract:
This project examines how people interact with marketing communications mediated by conventional media (street posters) and a convergence of old and new technologies (posters, SMS texting, Bluetooth transmitters). Building on Jones’s notion of sites of engagement as sites of attention (Jones, 2005) and using Norris’s concept of modal density (2004) the project analyses the NZ Army interactive posters and shows how communications in the age of information overload are more likely to be successful if they find new ways of getting attention and keeping attention.Publications:
White, P. (forthcoming). Grabbing attention: the importance of modal density in advertising. Visual Communication. London: Sage Publishing.Last updated: 31 Oct 2011 5:00pm