Attention capital in populist network communication: When the free labour of citizens maintains the spiral of attention

Abstract

Abstract The author thematizes the operation of the political market of attention that is propelled by the willingness of citizens to credit populist leaders with their digital political labour. Mutual, nevertheless unequal, exchange of attention leads to the formation of a spiral of attention. Its expansive character is sustained by the strategically subsidized recognition of populist leaders. Accumulated attention, i. e. attention capital, is the resource that is used to maintain populist networked public spheres, while citizens are proletarianized: they are invited to apply their labour power to distributing political ideas but are pevented from evaluating the influence of competing public actors.