Attention Demands Conflict, Not Just Popularity

Effective policy communication requires a theory of attention that goes beyond mere promotion of popular policies. The current administration's approach of generating attention through discussions of popular initiatives, like lowering prescription drug prices, fails to resonate as intended. In contrast, attention can be adeptly garnered through creating conflict, as exemplified by Donald Trump's approach. This method involves engaging in contentious issues that polarize opinion, ultimately drawing focus to specific policies. Notably, Biden's student debt cancellation emerged as a significant topic because it sparked debate among moderates and progressives, illustrating that controversial issues, rather than universally accepted ones, attract more attention and discussion.