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The story then moves to aggregation of user-generated content, media content and branded content unleashed as content tsunami. Associated with the increase in content is a dispersion of quality or noisy content, including false and misleading information. Consumption of content then requires careful filtering, sorting through enlightening content and trivia, which usurps scarce cognitive bandwidth. Juxtaposing the demands of a content tsunami with the supply of available hours of attention reveals a deficit, the attention deficit. Much like a budget deficit, shrinking cognitive bandwidth is equivalent to the revenue shortfall and the content tsunami is like the list of appropriations.
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