Module 3 – Capturing attention at all costs: the mechanics of attention capture and their effects
Introduction – What our content reveals about our attention
If someone says to you : “short-form content,” “vertical video,” or “hook viewers within the first three seconds,” you probably immediately picture a specific style, platform, or rhythm. That is no coincidence. In the attention economy, content formats are both highly codified and constantly adaptive. They are carefully designed, optimised, and calibrated to capture — and retain — attention. But make no mistake: nothing about their design is accidental. From news feeds and notifications to recommended content, every element is strategically crafted to capture attention and encourage prolonged engagement.
This module invites you to go behind the scenes of digital content production. How do algorithms influence the formats we consume ? Why do so many YouTube thumbnails look the same ? How can content creators stand out in such a competitive environment ? What analytical framework can teachers use to help students examine such diverse formats ? And what do these formats reveal about the way we pay attention, understand information, learn, or engage in debate ?
The objective of this module is to help you decode the formal logics shaping online content by connecting them to the attention regimes identified by Dominique Boullier: immersion, alertness, projection, and loyalty. You will see that each format corresponds to a particular way of mobilising attention — and therefore of shaping our behaviours, emotions, and representations.
Through concrete examples (videos, vlogs, livestreams, shorts, etc.), we will examine:
We will also explore how many so-called “authentic” forms of content are, in reality, highly scripted. Some creators appear “close” to their audiences primarily to strengthen loyalty and engagement. And behind seemingly “natural” editing styles often lie sophisticated attention-capture strategies.
However, this module is not simply about criticising digital content. It is also an invitation to imagine alternatives: different attention regimes, different formats, different ways of creating, sharing, teaching, and resisting dominant platform logics.
So, are you ready to take a closer, more critical look at the content you consume (and produce) every day?
The attention compass: 4 attention regimes
Learn to identify the different attention regimes that shape the way we engage with digital content: alertness, immersion, projection, and loyalty.
Behind the scenes of content creation
Explore what happens behind the screen : between performed authenticity, editorial strategies, and algorithmic pressure, what realities do everyday content creators experience?
The “recipes” of attention capture
Dive into the toolbox of attention-capture strategies: strong emotions, effective storytelling, charismatic figures, and viral formats.
