La Economia de la Atencion Bernardo A. Huberman Social Computing Lab HP Labs

2 la creacion de contenido: un cambio sorprende unos pocos crean muchos consumen la explocion de la informacion

3 y una escases de atencion la atencion es lo que ahora tiene valor. donde fluye la atencion, el dinero la sigue (Kevin Kelly). cualquier cosa menos la atencion puede ser fabricada en masa. las marcas premium tienen valor porque llaman la atencion. Preguntas: cual es el rol que la novedad y la popularidad juegan en crear atencion? como optimizar el valor informativo cuando se accede a los medios cuales son las caracteristicas de una economia de la atencion?

4 information poor environments no problem

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6 1 million users of digg.com the allocation of attention among items is universal (digg, youtube, etc) lognormal, as predicted distribution of digg numbers of stories F. Wu and B. Huberman, “Novelty and collective attention,” Proc. Natl. Acad. USA, Vol.105, (2007)

7 attention - the temporal dimension we share with others what captures our attention and when it fades we search for novel experiences

8 how does novelty interact with collective attention? in a highly nonlinear but predictable way

novelty decays in predictable ways 913 July 2015 attention half-life : 69minutes Digg

predicting the popularity of online content G. Szabo and B. A. Huberman, to appear: Communications of the ACM, 2009

11 drivers of attention: popularity versus novelty r t = e −αt β the larger beta the faster novelty fades O novelty O popularity F. Wu and B. Huberman, Proceedings of the ACM e-commerce conf. 2008

a mechanism for dynamically configuring websites By measuring the popularity of any content/link, and novelty decay, we maximize attention to online sites with dynamic content. i-catcheri-catcher:

social networks that matter scholars, politicians and advertisers value social networks but often the linked structures do not reveal actual interactions intimate networks – the result of a scarcity of attention a study of twitter- B. A. Huberman, D. M. Romero and F. Wu, First Monday Vol. 14 (2009) number of friends as a function of the number of followees. f riend: person whom a user has directed at least two posts to

Friendlee ambient awareness of intimate social relationships To stay in close touch with people close to you (family, close friends etc.) Intimate phone-based social network automatically identified and ordered by closeness of connections Share personal context (availability, status, location, local time, weather, etc.) Browse connections of close contacts Search for and get recommendations for people and businesses from trusted social network Lean and compelling interface to maintain real-life social contacts Social Computing Lab Prototype on Android (also exists for Windows Mobile 6) A. Ankolekar et al. Mobile HCI 2009

15 crowdsourcing and attention the tragedy of the digital commons (Adar and Huberman ) rational for individuals not to upload content and free ride on the production of others. jointness of supply but if everyone reasons this way no content is produced a puzzle: content provision persists at levels hard to understand examples: digg, youtube, flickr, wikipedia, etc.

16 the value of attention an insightful experiment B. A. Huberman, C. Loch and A. Onculer, Social Psychology Quarterly, Vol. 67, 103 (2004). a study of 10 million videos submitted by.5 million users to youtube Results: 1.productivity exhibits strong positive dependence on attention 2.producers compare themselves to others when having low productivity 3.and to themselves to themselves above a threshold B. A. Huberman, D. M. Romero and F. Wu, In press, Journal of Information Science(2009 ) 4. productivity is highly skewed (do to feedback effects) F. Wu, D. Wilkinson and B. A. Huberman, Proceedings of the 2009 International Conference on Social Computing, (2009).

17 lack of attention and productivity average number of views vs. i’th to last video. The origin represents the last video. The average number of views decreases linearly as contributors approach their last video with correlation of ,896,816 videos submitted by 579,471 users

attention and reciprocity reciprocity plays an important role in economic exchanges. it also plays a role in the attention economy Twitter: 90 percent of a user’s friends reciprocate attention by being friends of the user as well

19 attention Question 1: of the millions of videos uploaded to Youtube, how likely are any of these to achieve a great level of attention? and since “persistence is strongly correlated with success” Question 2: how does persistent uploading increase the chances of success? seeking getting

persistence increases quality 10 million video uploads to Youtube

but not the likelihood of success red: conditional success probability of Youtube producers. h(k) blue : conditional success probability for a lottery with 0.01 success

the persistence paradox red: producers uploading to Youtube blue: producers participating in a lottery with 0.01 chances

“how did you know which ticket to buy?” “-well, I searched for a ticket that ended in 48” -”why 48?” “-well, I dreamed of the number seven for seven nights in a row, and, since 7 times 7 is 48…” confusing skill with chance an interview with the winner of the Christmas drawing for the Spanish National Lottery, the “El Gordo de Navidad”

coda in the age of the web, attention is the valuable resource and thus the focus of a new economy attention often overshadows financial gain the competition for attention has consequences for expressive spaces (online content, websites) it shifts the emphasis from content to style.

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