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Paper short abstract:

Human attention is assumed to be interchangeable and measurable. Yet, it is not fungible like money. Interpretations of approbation change when bestowed across individuals. This paper explores attentional theories and heteromorphic forms of reciprocity to analyze attention in creative milieus.

Paper long abstract:

Influential models of attention economies tend to treat the human act of attention as interchangeable across different people, and as fungible with economic value and money. Yet, attention comes in many different forms, one of which might be characterized as approbation, or a sense of approval or appreciation that one may bestow when paying close attention to someone through their creative work. Further, attention emitted from different individuals may emerge from varied motivations and relationships, and may produce a complex landscape of reactions. This paper will reflect on the experiences of early vloggers on YouTube, and how they mutually bestowed attention using the technical features of the site. It will reach back into the anthropological record to understand the relationships between mutual forms of attention, approbation, and feelings of obligation to reciprocate human attention. It explores questions such as, under what conditions did YouTubers feel motivated to reciprocate attention? When did they feel the need to disrupt bids at attention? What forms of reciprocity are facilitated by today’s video-sharing platforms, and how do technical and social features complicate meaningful types of mutual approbation and reciprocal attention? The paper will theoretically explore different forms of attentional reciprocity, including homeomorphic and heteromorphic forms, and how they relate to desired feelings of approbation. The paper will conclude with a philosophical reflection on how algorithmic features of video-sharing platforms may be impacting opportunities for giving and receiving interpersonal attention in creative milieus.