1997年美国学者迈克尔·戈德海伯(Micha?eHl.Goldhaber)发表了一篇题为《注意力购买者》的文章,正式提出“注意力经济”这一概念。注意力经济认为数字时代最重要的资源,既不是传统意义上的货币资本,也不是信息本身,而是受众(消费者)的注意力。只有受众(消费者)对某种产品或信息注意了,受众(消费者)才有可能购买这种商品,才能进而转化成经济价值。营销就是建构注意力市场以吸引数字时代的消费者。 In 1997, American scholar Michael Goldhaber published an article titled “Attention Buyer,” formally proposing the concept of “attention economy.” Attention Economy Thinks that the most important resource in the digital age is neither the monetary capital in the traditional sense nor the information itself, but the attention of the audience (consumers). Only when the audience (consumer) pays attention to a certain product or information, is it possible for the audience (consumer) to purchase such product and then to turn it into economic value. Marketing is about building an attention market to attract consumers in the digital age.