Attention Model (Mass Communication) - Explained
What is the Attention Model of Mass Communication?
Written by Jason Gordon
Updated at May 2nd, 2022
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What is the Attention Model?
The Attention Model is is a mass communication theory proposed by Danis MQuail that focuses on winning the attention of potential customers.
The model is centered on the concept that winning the attention of perspective customers is the goal of any mass communication channel.
In McQuail’s words: “the essence of any market is to bring goods and services to the attention of potential customers, to arouse and to keep their interest”. The attention is a stimulus to buy. Communication is considered effective as soon as attention is actually given by an audience, no matter its quality or impact.
This breakthrough view disrupted previous Transmission Model theories which considered the function of communication to transmit a message, information, education or knowledge.