The Imperative of Attention. Three media revolutions - private television, the internet, and social media - have fundamentally changed mass media. Everything that generates clicks, likes, shares, ratings, and circulation is in vogue. Even beyond Facebook, Instagram, and Twitter, reality today often resembles what we know from the screen: colorful, flashy, and original, standing out from the crowd, being different - whether as a pub, high school, basketball professional, theater, museum, or university. Michael Meyen describes with both sharp insight and entertainment how the imperative of attention has changed all our lives and shows how we can resist it.