Pay Attention To……Oh Look YouTube!



Because this is what he said in class

When did this change come about? I’m talking about the sudden abundance of information we have access to us. We were once reliant on legacy media such as newspaper and television to inform and entertain us. Now with access to the internet we have been given the option to choose the information we want. In fact we are not limited to just finding information. We can now create our own content and post it on different platforms. Just like how reddit work and even 9gag.

Now having said that we are now overloaded with this sudden surge of amateur content. Do not fear as we are able to decide which content we appreciate most with up and down votes. What is happening here is that the information is turning into a long tail. This means that the top or most viewed content will be at the front and the rest of the information will fall back creating a tail which will keep going infinitely. The tail becomes a niche content. Just because it does not reach the front of the chart does not mean it’s not valuable to someone else.


But having all that content which does replicate from one another. Is that information valuable? Just like the saying goes in ‘The Incredibles’

So if there is a lot of content which are similar where is the value in it? The answer is in our attention. Being able to stay on and focus on something is the only value left from this floor of information. As I type this very post my attention is also shifting towards this youtuber who is playing a game and scaring the life out of himself. So summing the whole post up. We are now in control with what information we want to hear. As well as because information can now be easily found. The value in information is now our attention.


11 thoughts on “Pay Attention To……Oh Look YouTube!

  1. Great post and the ways in which you tied in the attention economy using the long tail theory heightened my understanding of the concept. It is definitely intriguing that these ‘hits’ will be notoriously popular and the niche markets will not decline completely, but just be smaller. If this is true, and the niche market just keeps going along infinitely with the tail, does that mean that niche markets collectively are larger then this popular content? With the rise of data aggregation and content creation online I can see this being possible however irrational it may sound. Also, is all this ‘amateur content’ really a bad thing when being created and published online? It allows for new niches to be created and new surges of networks with nodes all around the world to be explored. The answer to all these questions as you said lies in the audiences attention which is now currency for online consumers. This article ( sums up the attributes of the attention economy quite well and how it drives content creation in modern society. Great post and the Ted meme is fantastic~

    ~ krisesandchrosses ~


  2. The value of the content is the value we as individuals put on it however, how do we decide what is worth our attention? It’s reliability? it’s entertainment value? how informative it is? I think that because of the huge amount of information it no longer has any kind of permanency which in a way is a negative. In saying that being exposed to new ideas constantly definitely enhances us and creates new perspective.


  3. Hey there! This is a really really good post! You’ve summed up this week’s topic (‘attention’ theory and the ‘long tail’ theory) really well. It’s succinct, simple and easy to understand (especially considering it’s not easy to sum up such topics in like 150 words!). It goes without saying that the internet can cater to the tastes and needs of everyone and everything no matter how niche the interests may be. This is great as there is something out there for all of us. You may find this post interesting:
    It’s about how our attention is the new currency in the digital age. It touches on what you’ve said about how important our attention is.

    But overall this is an awesome post and I LOVE your Ted meme!


  4. The explanation of the concepts you mention as well as the examples are all relevant and explain well how they work. How are we supposed to decide what to access through the internet given that it is all free and how is it possible to decide whether it is correct information? The voting system seems to work, and the general consensus of other users may be the only way to judge the amount of information. The mention of attention shifts when there is so much content is very relatable as I think everyone will agree that one webpage often leads to another and another and another.


  5. The value is in our attention but as your title suggests keeping our attention is no easy task. I was just reading this thing where psychologists were arguing over if they thought the the saturated attention economy that us millennials have grown up in has had positive or negative effects on our personalities and chance of success. One side said that young people growing up hyperconnected to each other and the mobile Web and counting on the internet as their external brain would make them nimble, quick-acting multitaskers who will do well. While the others predicted that the impact of networked living on today’s young would drive them to thirst for instant gratification, settle for quick choices, and lack patience. It was a really good read and goes well with what you have discussed in your blog, you should check it out…


  6. In regards to how we have the ability to consume and construct content, this has impacted our communication techniques. Previously with traditional media we had ‘one-to-one’ and ‘one-to-many’ messaging. However due to digital mediums, we have the creation of ‘many-to-many’ communication. This not only allows individuals to consume and create content, but also that of organisations who prior to the digital sphere generally created content – are now also consuming it (Chaffey et al. 2012). This is important for organisations, due to the increasing difficulty to pull consumers in.

    Here’s a graph illustrating how ‘many-to-many’ communication works:


    Chaffey et al. (2012) Digital Marketing, Pearson, pp 426-427, viewed 04.09.16


  7. Excellent Memes! I especially liked the Incredibles meme, and good work for making it relevant and linking it to this weeks topic. Your post is engaging and I like how you keep it simply and easy to understand for readers who may not have understood the concept of the long tail effect. It is interesting how content is no longer considered as valuable as it used to be. Attention is now key, and you highlight this well in your post. It could be interesting if you went into more depth on the relationship between the long tail effect and a content website (e.g. reddit). Maybe a video demonstrating the long tail effect using an analogy? Could make your post more engaging and informative? Here is a link I think could add more depth to your post,


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