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La Economia de la Atencion

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la atencion es lo que ahora tiene valor. donde fluye la atencion, ... la atencion puede ser fabricada en masa. las marcas premium tienen valor porque llaman ... – PowerPoint PPT presentation

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Title: La Economia de la Atencion


1
La Economia de la Atencion
  • Bernardo A. Huberman
  • Social Computing Lab
  • HP Labs

2
la creacion de contenido un cambio sorprende
unos pocos creanmuchos 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?
3
4
information poor environments
5
(No Transcript)
6
1 million users of digg.com
the allocation of attention among items is
universal (digg, youtube, etc)
lognormal, as predicted
F. Wu and B. Huberman, Novelty and collective
attention, Proc. Natl. Acad. USA, Vol.105, 17599
(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
9
novelty decays in predictable ways
Digg
attention half-life 69minutes
9
26 March 2014
10
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
F. Wu and B. Huberman, Proceedings of the ACM
e-commerce conf. 2008
12
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-catcher

13
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

14
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

A. Ankolekar et al. Mobile HCI 2009
Prototype on Android (also exists for Windows
Mobile 6)
Social Computing Lab
15
crowdsourcing and attention
the tragedy of the digital commons (Adar and
Huberman -2000) 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
  • productivity exhibits strong positive dependence
    on attention
  • producers compare themselves to others when
    having low productivity
  • 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
9,896,816 videos submitted by 579,471 users
average number of views vs. ith 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 0.90
18
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 users friends
reciprocate attention by being friends of the
user as well
19
attention
seeking
getting
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?
19
20
persistence increases quality
21
but not the likelihood of success
blue conditional success probability for a
lottery with 0.01 success
22
the persistence paradox
red producers uploading to Youtube blue
producers participating in a lottery with 0.01
chances
23
confusing skill with chance an interview with the
winner of the Christmas drawing for the Spanish
National Lottery, the El Gordo de Navidad
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
24
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.
25
25
26
for more details visit
  • http//www.hpl.hp.com/research/scl
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