Why Study Measures of Exposure? From Exposure to Attention

ABSTRACT

This essay invites media researchers to use their expertise to address new questions. Measures of exposure are becoming evermore central to the operation of digital media, affecting both production and consumption. Because measurement practices have widespread social consequences, the study of measurement shouldn’t stop at questions of how best to quantify variables. It should also address questions of how measurement and data handling techniques affect the social world of which they are a part.