Advertisers and marketers today, like the journalists Scollon studied (1998:156), “are broadcasting and writing into a highly interdiscursive, contested, and social space in many cases and in others they are being pasted up as wallpaper or used to wrap fish.” In the 21st century there are more marketing messages being mediated via more mediational means than ever before. According to Art & Copy, a 2009 documentary film about advertising in the US, the average consumer ‘receives’ 3,500 marketing messages per day. All of this highlights the difficulty marketers encounter if they want people to pay more attention to their messages than they do to the wallpaper in the room or the wrapping fast food comes in. The point being that no-one receives any message at all if they are not paying attention. Gaining and keeping attention has always been at the heart of every social action (Jones, 2005) and it is vital to every information processing activity (Olshavsky, 1994). Moreover, no matter how we look at communication “…from a mediated discourse perspective or a marketing communications stance - studies acknowledge that attention plays a crucial role in successful communication in the 21st century,” (White, 2010). Yet, “it’s tougher than ever for new messages to break through our perceptual barriers,” (Sacharin, 2001: ix). Sacharin even suggests this is because, “the constant noise is leading to an entire society with a form of attention deficit disorder,” (ibid, 2001:ix). The ‘noise’ Sacharin is talking about comes not just from the number of messages being mediated by marketers but also from the plethora of ‘sites of engagement’ (Scollon, 1998) where communication takes place, due to the continuing explosion of communications technologies and their applications. My use of Scollon’s term ‘sites of engagement’ here should not be confused, though, with the marketing term ‘media’. To say there has been an explosion of media due to the rapid rise of new technologies is true, but what is equally true is that, in social interaction terms, new technologies have both multiplied the number of sites of engagement where social actors engage and they have fundamentally changed the nature of communicative actions (Jones, 2005, 2009). Rather than media, such as TV, radio, billboards or the web, and their texts, merely denoting physical sites of engagement we can also define them in Scollon’s terms as being, “constructed through an interlocking set of social practices which produce a window within which a potential for mediated action becomes instantiated as discourse in real time,” (1998:135) and the concept of “sites of engagement is useful to focus our attention on … those moments when texts are actually in use – not just present in the environment,” (ibid:12).
Taking this definition of sites of engagement as a starting point, Jones (2005) argues that ‘sites of engagement’ are more accurately seen as ‘sites of attention’. This idea is founded on the theory of attention economies (Goldhaber, 1997). The theory of attention economies holds that “… in an age of information overload, what gives value to information is the amount of attention it can attract” (Jones, 2005: 152). Ensuring reception of any marketing message in an age of information overload, then, is intrinsically bound up with both gaining and keeping a person’s attention at any single site of engagement and with creating multiple sites of engagement/sites of attention wherein a message is mediated. The aim of this chapter is to show how the convergence of media is being used to create new, interconnected or hybrid sites of engagement and spaces of communication. This chapter also demonstrates how, despite the threat of society developing a form of attention deficit disorder, marketing communications which require more attention rather than less are getting their messages through, particularly where old and new technologies converge to mediate that message. Moreover, it also illustrates how time and space are being redesigned through the use of convergent media in marketing contexts.