Attention Economy And Work Productivity: The Impact Of Cognitive Fragmentation On The Performance Of The Creative Sector (The Attention Economy And Work Productivity: The Impact Of Cognitive Fragmentation On Creative Sector Performance)

Abstract

The development of the digital economy has given rise to the phenomenon of the attention economy that makes human attention the main resource in the world of work, especially in the creative sector. This study aims to explore the impact of cognitive fragmentation caused by digital distractions on creative work productivity. The approach used was qualitative with a phenomenological design, involving 15 creative workers in major Indonesian cities who were interviewed in depth. The results showed that attention disorders such as notifications, multitasking, and high connectivity expectations led to a decrease in the quality of focus, ideation, and work output. Individual adaptation strategies such as time-blocking and digital detox have not been effective enough without systemic support from the organization. These findings confirm the need to redefine productivity in the context of digital work as well as the importance of attention management policies in creative work environments. This research makes a practical contribution to the development of a more humane and sustainable digital work policy.