The "pick me" phenomenon refers to a behavior or mindset where an individual goes out of their way to differentiate themselves from others, often in an attempt to gain approval, validation, or attention. Although the term typically is used online when referring to a romantic interest, the spirit of “pick me” has infiltrated the communications and online communities in a consequential way.

Elements of the pick me phenomenon are directly correlated with the “Attention Economy". Whereas pick me is more personal and relevant to social status (or how the world relates to us); the attention economy (from a communications lens) is based in the social construct extentialism (or how we relate to the world).

Lets define “Attention Economy” and dive into the 5 major factors that it influence and shape the way professional communicators message.

A bit of transparency, recently I sat in on a branding meeting with a marketing firm Vital Strategies. The purpose of the meeting was to evaluate four logo concepts for an anti stigma campaign conducted by LA County Harm Reduction division. The concepts were very good, my design style was represented in one of the choices. I found myself advocating for that concept, because it stood out visually, however the central theme was “Reclaim LA”. The theme is rife with political innuendo, and other evaluators had concerns and pointed that out.

Their concerns were valid, but why did I look past the concerns? After further thought, I realized that I was an indirect victim of the attention economy. Our information landscape is riddled with ineffective messaging, and a lot of government communications is lost, because we play it safe. Just ask the democrats in the last election.

In today’s hyper-connected world, we’re living in the “attention economy”. It’s a term that’s been thrown around a lot, but what does it really mean? At its core, the attention economy refers to the marketplace where human attention is the most valuable currency. Think about it: every scroll, click, and like is a transaction. Platforms, brands, and influencers are all vying for one thing—your focus.

For professional communicators, this reality has completely reshaped how messages are crafted, delivered, and received. It’s no longer enough to simply inform or persuade; the key is to stand out. Why? Because in the attention economy, standing out equals engagement. Without it, your message risks disappearing into the digital void. I heard one communicator say “if your message doesn’t confirm someone’s ideas or pisses them off - the message is DOA." Let’s dive into five major factors that define the attention economy and how they influence the way communicators operate.

1. The Battle for Scarcity: Why Attention Is Limited

Oh - if Herbert Simon could read this blog! Herbert Simon, the American scholar, once said a wealth of information creates a poverty of attention (exact quote below). There’s only so much attention to go around—and the competition is fierce. With billions of posts, videos, tweets, and ads flooding our feeds every day, communicators must fight to carve out space. This scarcity means crafting messages that grab attention immediately.

Gone are the days of lengthy explanations. Today, it’s about hooking your audience in seconds. Whether it’s through a striking visual, a provocative headline, or a meme that hits just right, the goal is to make people pause mid-scroll.

2. The Need to Stand Out: Engagement Is the Prize

In the attention economy, standing out isn’t optional—it’s essential. If your message blends into the background, it’s game over. This is why communicators increasingly lean on bold, creative tactics to spark curiosity and drive clicks.

But standing out doesn’t just mean being loud. It means being relevant, timely, and authentic. Audiences can sniff out inauthenticity a mile away, and nothing kills engagement faster than a message that feels forced, practiced or rehearsed.

3. Shock Media: The Power of Provocation

In the sample above RecLAim LA, can be viewed as controversial, the current administration’s mantra of “reclaim America” makes one ask the question “from who?” It is a phrase that is not only provocative but it also makes the viewer think and hopefully engage to learn more. (Even if it pisses them off)

Its a familiar tactic. You’ve seen it—those headlines that make your jaw drop or videos that leave you speechless. Shock media thrives in the attention economy because it taps into our emotional responses. Surprise, outrage, curiosity—it’s all fair game.

For communicators, this can be a double-edged sword. While shock tactics can generate massive engagement, they can also backfire if they feel manipulative or exploitative. The challenge is finding the balance between grabbing attention and maintaining trust.

4. The Narcissistic Loop: Feeding the Ego

Here’s where it gets psychological. The attention economy doesn’t just demand attention—it rewards it. Likes, shares, and comments create a feedback loop that feeds our narcissistic tendencies.

For communicators, this means tapping into the audience’s desire to feel seen and validated. Messages that encourage interaction—whether it’s a poll, a hashtag, or a shareable quote—are more likely to succeed. After all, people want to engage with content that reflects their identity or makes them look good to their own audience.

5. Emotional Storytelling: The Key to Connection

In the attention economy, facts alone don’t cut it. To truly resonate, communicators must lean into emotional storytelling. Why? Because emotions are what drive action.

Whether it’s joy, fear, hope, or anger, tapping into emotions helps messages stick. It’s why campaigns that tell compelling stories—about people, causes, or experiences—tend to outperform those that simply present information.

The Big Takeaway: Attention Is Everything

The attention economy has transformed the way communicators approach their craft. In a world where standing out equals engagement, it’s not just about what you say—it’s about how you say it. Bold visuals, emotional stories, and interactive content are the tools of the trade.

But it’s also about understanding the psychology behind attention. Shock media, the narcissistic loop, and the power of storytelling all play a role in shaping how people respond to messages. For communicators, the challenge is clear: capture attention, hold it, and use it wisely.

In the end, the attention economy isn’t just a marketplace—it’s a battlefield. And for those who master it, the rewards can be extraordinary.

Thomas Y. Lynch

Herbert Simon

“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.”