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Cost of time and attention in mass communication systems.

机译：大众通信系统中的时间和注意力成本。

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摘要

Modern technology combined with market efficiency has made the production, duplication and distribution of information easier and cheaper than ever before. With large quantities of information reaching the public, the bottleneck in the communication process is often the limited attention of the people who receive all these messages. Yet the cost of public attention has traditionally been neglected or treated as an externality in economic valuation, rather than being quantified into a dollar figure that is comparable to other costs in the communication process.;This dissertation develops a model for valuing the dollar cost of attention time based on the wage model, postulating that the average cost of time is greater than or equal to the wage rate. The model has been tested in several areas, such as transportation economics and marketing, to verify that it is consistent with our knowledge in other academic fields. The model has been then applied to two mass communication systems -- direct marketing and broadcast television. The first application shows that the inclusion of the cost of consumer time may make direct marketing economically undesirable, explaining public annoyance with telemarketing and spam and showing that regulation against intrusive communication can be justified with economic arguments and not just privacy ones. The second application shows big inefficiencies in advertising-funded visual broadcasting systems and suggests that current dynamics can drastically change the television industry in the near future.;Further implications of this work may be broad and deep. The wage model may be applied to many other areas where the importance of leisure time is recognized but not formally assigned a dollar value. The ability to describe the time cost of leisure activities in economic terms can constitute a bridge between business and social arguments and helps to put the economic sphere in proper perspective within society. Finally, the effective assignment of property rights in time can cause people to consider their time differently and enhance the value of what they do with it.
机译：现代技术与市场效率相结合，使信息的生产，复制和分发比以往任何时候都更加容易和便宜。随着大量信息传递给公众，沟通过程中的瓶颈通常是接收所有这些消息的人们有限的关注。然而，传统上，公众关注成本在经济评估中被忽略或视为外部性，而不是量化为与沟通过程中其他成本可比的美元数字。本论文建立了一个模型来评估货币的美元成本。注意时间基于工资模型，假设平均时间成本大于或等于工资率。该模型已在交通经济学和市场营销等多个领域进行了测试，以验证它与我们在其他学术领域的知识相一致。该模型随后已应用于两个大众传播系统-直销和广播电视。第一个应用程序表明，将消费者时间成本包括在内可能会使直接营销在经济上不受欢迎，这说明了电话营销和垃圾邮件给公众带来的烦恼，并表明针对侵入式通信的监管可以通过经济论据来证明，而不仅仅是隐私论点。第二个应用程序显示了广告资助的视频广播系统的效率低下，并表明当前的动态趋势可以在不久的将来极大地改变电视行业。这项工作的进一步含义可能是广泛而深刻的。工资模型可以应用于许多其他领域，在这些领域中，人们认识到了休闲时间的重要性，但并未正式为其分配美元价值。用经济术语描述休闲活动的时间成本的能力可以在商业和社会争论之间架起一座桥梁，并有助于将经济领域置于社会内部。最后，及时有效地分配财产权可以使人们以不同的方式考虑他们的时间，并提高他们处理时间的价值。

著录项

  • 作者

    Avrahami, Ram.;

  • 作者单位

    Columbia University.;

  • 授予单位 Columbia University.;
  • 学科 Business Administration Marketing.;Sociology Theory and Methods.;Mass Communications.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 191 p.
  • 总页数 191
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;社会学理论与方法论;传播理论;
  • 关键词

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