13. Modelling issue-attention dynamics in a hybrid media system

Phenomena such as media hypes or issue-attention cycles are well studied for the traditional mass media. Today, however, traditional mass media play together with new actors in a hybrid media system. What does this imply for the dynamics of public issue attention? Should we expect more or less, higher or lower waves of attention? In this chapter, these questions are approached theoretically. Following a short review on the state of research, we will explore some extensions to an existing agent-based model of the media arena. Results show that hybridization of the media arena reduces the probability of waves of collective attention, and that specif ic patterns of public attention are critically influenced by the level and the diversity of attention thresholds.