I came across a view of attention in a book about Ayurveda, a system of traditional medicine from India:

“Ayurveda says that attention happens when prana goes out and carries the vibration of awareness toward the object. Thus, attention is awareness plus prana, movement.”

Prana is the essential life energy, also known as qi/chi or ki in Chinese and Japanese traditions, respectively.

It’s interesting to think of attention as more than focusing the mind on something, but also directing, or giving of your own energy to the object of attention. If you think about it that way, attention becomes even more precious – it’s almost a giving of the self.

The view that includes energy in attention might also explain why people “feel” someone’s gaze and all of a sudden turn around to meet it. Do they feel the energy, the prana? Could it be that even us Westerners who have not developed our potential to feel and work with energy (like Yoga, Tai Chi, and other traditions do) – feel it anyway, even though we don’t quite have a name for it?

Does it change anything for you, to think of attention as giving of yourself, directing your energy towards someone/something else?

These are times of information overload, cacophony of voices, pluralism, multitasking, fragmentation, community, and isolation -to name a few.

It has become an established fact in social psychology that people need attention. Children need attention to develop into healthy, balanced adults.

Everything and everybody is fighting for your attention: your children, your pets, your friends, your twitter friends, mass-media, individual-media, TV, employees.

People and pets will do strange things to get attention: Start a fight, act up.

I’ve been working long hours lately so my cat Pooky gets quite possessive when I come back home. I can’t have a phone conversation without him acting up – the other day, running across the dining table as I was eating and talking on the phone, just to make a point, I’m sure!

So, to quote an Indian English phrase, What to do?!

If you’re in an attention-giving role: Give it. Make smart decisions about who and what needs your attention most. In the long run, in the big picture, is it your Blackberry or your kid?

If you’re in an attention-needing role: Ask for it. It’s OK, you don’t need to fight, act up, attack people just so they will notice you. There are plenty of kind people out there who will sit down to have a loving, heart-to-heart conversation with you. You don’t even have to pay them. You just need to get over your ego and open your heart enough so you can find them.

If you’re in the communication professions (PR, marketing, advertising): Be responsible. Don’t do society a disservice by adding to the cacophony unnecessarily. That’s not going to get you attention. Be smart, be judicious, imagine you have a limited “communication & messaging” account and use it wisely to communicate important, valuable, useful information. Sometimes being quiet will get you attention.

As a college student in Romania, once a year, I’d attend the International Advertising Festival. I’d pay half my monthly income on a ticket to sit and watch back-to-back commercials all night long (9 pm – 5 am). I’ve done this 2-3 years in a row, and guess what commercial got my attention and stayed with me to this day, more than 10 years later? This one stood out among the cacophony of voices, among the visual and auditory assault on the senses:

• Blank white screen.
• Line-drawn piglet shuffles on screeen.
• Stops in the center, stares at you, blinks.
• Oinks.
• Text bubble: Why are you staring at me? Go to a museum.

I believe it was an ad paid for by the Serbian Art Federation.