This chapter examines literacy work as value-producing labor, thus moving away from the interrelationships among technological innovation, literacies, and information production. It considers the claim made by Thomas Davenport and John Beck in their 2001 book The Attention Economy: Understanding the New Currency of Business that viewer attention is exchanged for money thousands of times a day both on the Internet and in more traditional media such as television, and that attention has always been a very important element of market exchanges. It suggests that the linkages between literacy work and attention have everything to do with identity education as a production process, producing human capital as a means of production. It also discusses attention in relation to the conception of choice that is essential to just-in-time human capital.
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