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  • Attention Economy (3)
    Marketing+ 2007. 7. 20. 16:25
    Attention Economy: http://en.wikipedia.org/wiki/Attention_economy

    Controlling Information Pollution

    One application treats various forms of information (spam, advertising) as a form of pollution or 'negative externality'. In economics an externality is a by-product of a production process that imposes burdens (or supplies benefits), to parties other than the intended consumer of a commodity. For example; air and water pollution are ‘negative’ externalities which impose burdens on society and the environment.

    A market-based approach to controlling externalities was outlined in Ronald Coase's The Problem of Social Cost (Coase 1960). This evolved from an article on the Federal Communications Commission (Coase 1959), in which Coase claimed that radio frequency interference is a negativity externality that could be controlled by the creation of property rights.

    Coase's approach to the management of externalities requires the careful specification of property rights and a set of rules for the initial allocation of the rights. Once this has been achieved, a market mechanism can theoretically manage the externality problem. The solution is not necessarily simple in its application to media content (Hay 1996).

    Reference for Wikipedia

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