chapter  11
15 Pages

Reception as Social Action: The Case of Marketing: Paul White

ByPAUL WHITE

Taking this defi nition of sites of engagement as a starting point, Jones (2005) argues that “sites of engagement” are more accurately seen as “sites of attention.” This idea is founded on the theory of attention economies (Goldhaber, 1997). The theory of attention economies holds that “in an age of information overload, what gives value to information is the amount of attention it can attract” (Jones, 2005:152). Ensuring reception of any marketing message in an age of information overload, then, is intrinsically bound up with both gaining and keeping a person’s attention at any single site of engagement and with creating multiple sites of engagement/sites of attention wherein a message is mediated. The aim of this chapter is to show how the convergence of media is being used to create new, interconnected or hybrid sites of engagement and spaces of communication. This chapter also demonstrates how, despite the threat of society developing a form of attention defi cit disorder, marketing communications which require more attention rather than less are getting their messages through, particularly where old and new technologies converge to mediate that message. Moreover, it also illustrates how time and space are being redesigned through the use of convergent media in marketing contexts.