【Aeon】看！
网络社会中物质不是稀缺的，信息也不是稀缺的，而是注意力是稀缺的。注意力的稀缺性导致了它可以转化为财富。当今社会，对“注意力”的讨论早已司空见惯，但是当我们将注意力视为一种资源，从商业和心理学的角度去利用它时，我们谈论的“注意力”，究竟是什么？
kids react
看！
作者：Tom Chatfield
my happy ending歌词翻译：朱星汉&泮海伦
笔记导读&推荐阅读：沈园园
策划：王瑞
The attention economy
注意力经济
btk本文选自 Aeon | 取经号原创翻译
关注 取经号，回复关键词“外刊”
赞美女人
获取《经济学人》等原版外刊获得方法
How many other things are you doing right now while you’re reading this piece? Are you also checking your email, glancing at your Twitter feed, and updating your Facebook page? What five years ago David Foster Wallace labelled ‘Total Noi’ — ‘the ething st
atic of every particular thing and experience, and one’s total freedom of infinite choice about what to choo to attend to’ — is today just part of the texture of living on a planet that will, by next year, boast one mobile phone for each of its ven billion inhabitants. We are all amateur attention economists, hoarding and bartering our moments — or watching them slip away down the cracks of a thousand YouTube clips.
广州培训机构排名榜当你在读这篇文章的时候，是否在看邮件，刷推特，刷脸书？手头还干着其他的事情？五年前，大卫·福斯特·华莱士提出了“无处不在的噪声”——“无穷无尽的事件和体验占据着我们的生活，而我们可以随心所欲地决定自己要留意哪些”——现在，这种环境不过是我们日常生活的一种写照，毕竟，明年世界将会有超过70亿的手机持有者。在分配注意力时，我们都算得上是业余经济学家，我们贮藏自己的时间或用时间交换其他东西，要么就在观看YouTube视频时不知不觉消费掉它们。
译注：注意力经济（Attention Economy）是一种管理信息的方法，它将人类的注意力作为一种稀缺的资源并且运用经济学理论解决各种各样的信息管理问题。马修·克劳福德（Matthew Crawford）的解释则为“注意力是一种资源 - 且每个人都是有限的”。 同时人类
能够把注意力集中在处理的信息上的能力有限，即注意力有限。形成一种类似经济学的有限资源与无限欲望的对价关系，甚至比实际货币的影响更宏大，关系到该企业或个人的收益成败，所以称为注意力经济。
大卫·佛斯特·华莱士，美国小说家，1962年2月21日出生于美国纽约州伊萨卡。其在文学上极富有造诣，与乔纳森·弗兰茨并称为美国当代文学“双璧”。内容上，他一直以巨大的好奇心关注这个物质的世界，以及生活在这个世界的人们的感受，尤其是那些生活在20世纪末的美国的人们。在作品广受赞誉同时，他也饱受抑郁症折磨，年仅四十六岁便在家中自杀身亡。
3345If you’re using a free online rvice, the adage goes, you are the product. It’s an arresting line, but one that derves putting more precily: it’s not you, but your behavioural data and the quantifiable facts of your engagement that are constantly blended for sale, with the aggregate of every single interaction (yours included) becoming a mechanism for ever-more-finely tuning the business of attracting and retaining urs.
常言道：你在使用免费的在线服务时，“就已经成为了产品本身”。这句话很耐人寻味，但
确切来说，应该是：“真正被出售的不是你，而是你的行为所产生的数据，以及你使用记录下的所有可量化信息。为了更精确、更好地吸引并留住用户，来自每个人的数据（包括你的）都被整合到了一起，专业利用”。
adage /'ædɪdʒ／ n traditional saying; proverb 格言; 箴言; 谚语.
arresting /ə'restɪŋ /adj attracting attention; striking 引人注意的
Consider the confessional slide show relead in December 2012 by Upworthy, the ‘website for viral content’, which detailed the mechanics of its online attention-eking. To be truly viral, they note, content needs to make people want to click on it and share it with others who will also click and share. This means lecting stuff with instant appeal — and then precily calibrating the summary text, headline, excerpt, image and tweet that will spread it. This in turn means producing at least 25 different versions of your material, testing the best ones, and being prepared to constantly tweak every aspect of your site. To play the odds, you also need to publish content constantly, in quantity, to maximi the likelihood of a hit — while keeping one eye glued to Facebook. That’s how Upworthy got i
ts most viral hit ever, under the headline ‘Bully Calls News Anchor Fat, News Anchor Destroys Him On Live TV’, with more than 800,000 Facebook likes and 11 million views on YouTube.
具有病毒式传播速度的网站Upworthy于2012年12月公布的ppt详细坦白了它是如何抓住网民眼球的：要真正走红，内容需要引起人们点击与分享的欲望，并且接受分享的对象也会继续传播给下一个人。这意味着选择一些能带来即时热度的内容，随后准确地调整简介、标题、摘录、图像以及推特输入框中的内容，使其符合大范围传播的要求。同时至少需要为材料制备25种不同的版本，把最好的一些推送出去，并准备随时微调网站的方方面面。为了增加蹿红几率，发布内容要及时，数量也要多——还需紧盯脸书上的新闻热点。凭此一招，Upworthy制作出了史无前例的头条新闻——《被观众嫌胖，女主播公开回呛》，在Facebook上获80万赞，在YouTube上有1100万次观看量。
tweak / twiːk / vt. If you tweak something such as a system or a design, you improve it by making a slight change. 稍稍改进(如系统或设计)
译注：Upworthy 是有史以来发展速度最快的网站之一。但它只制作极少量的原创材料。U河北宣布开学时间
pworthy 选取人们上传到网上的视频，重新包装后重磅推出。
But even Upworthy’s efforts pale into insignificance compared with the algorithmic might of sites such as Yahoo! — which, according to the American author and marketer Ryan Holiday, tests more than 45,000 combinations of headlines and images every five minutes on its home page. Much as corporations incrementally improve the taste, texture and sheer enticement of food and drink by measuring how hard it is to stop eating and drinking them, the actions of every individual online are fed back into measures where more inexorably means better: more readers, more viewers, more exposure, more influence, more ads, more opportunities to unfurl the integrated apparatus of gathering and lling data.
然而，强大如Upworthy，也在雅虎这样拥有强大算法的网站前败下阵来。美国作家、营销人员赖恩·霍利迪称雅虎每5分钟就会对45000组标题图像的组合进行测试。正如一些公司通过对抵制美食诱惑的难易程度进行测试来不断改进食品及饮料的口味、质感以及纯粹的诱惑力，互联网上每个人的行为都会被反馈成测评信息，传播量越大自然越好：阅读量越
高、播放量越大、曝光率越高、影响力越大、广告越多，就有更多机会对数据进行收集和贩卖。
enticement /ɪnˈfoodieta查询四级成绩ɪsmənt/ N-VAR An enticement is something that makes people want to do a particular thing. 诱惑物
Attention, thus conceived, is an inert and finite resource, like oil or gold: a tradable ast that the wi manipulator auctions off to the highest bidder, or speculates upon to lucrative effect. There has even been talk of the world reaching ‘peak attention’, by analogy to peak oil production, meaning the moment at which there is no more spare attention left to spend.
因此，注意力被视为一种惰性及有限的资源，就像石油和黄金，是一种可交易的资产，明智的操控者能把它拍卖给出最高价的买家，或者直接利用它干投机买卖，获取利益。类比石油峰值，甚至有了“关注峰值“这样的说法，意思是在特定的时间点，某事件的关注度达到顶峰的情况。
