Strategies of attention in the culture of modern society

Introduction. The article discusses the relevance of the attention factor in modern society and culture. Significant aspects of the topic are analyzed within the framework of social and philosophical comprehension. Attention is considered a multifaceted phenomenon endowed with the maximum dense target concentration. Theoretical analysis. Special strategies of attention metaphorically displayed by the two types of “techniques” designated as “a fronte” and “a tergo” are described. The procedure of understanding attention as “harking” is highlighted as the basis, which reveals it as a multifaceted phenomenon at the point of contraction of man and world. The thesis that the “a fronte” technique is carried out in the logic of the strategy of “attention to oneself” as an appeal into oneself is substantiated. Logically, it is revealed in multidimensional mental acts of attraction of the semantic horizon of things and events, thereby paving the way to high-order meanings. The “a tergo” technique moves along the line of expansion outward under the condition of internal controllability. Semantically, it signals the positive essence and high meaningfulness of the one’s strategy and, in social and cultural terms, sensitive involvement of the person in the world event despite alienation and insensitivity.