In 1969, Nobel Laureate Herbert A. Simon wrote:
“In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”
Although H. A. Simon was referring to the information explosion in the 1960s at the beginning of the computing era, his theory can also be applied to the current situation where the abundance of social media and widespread Internet access has ushered in the information revolution. Along with the abundance of information comes from the scarcity of attention. In such an environment, capturing the attention of the intended audience and influencing their decision making is a formidable challenge. Bite-Size video content is one solution to this widespread challenge.
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