The Attention Economy: Multimodal and Embodied Semiotics in the Age of XR Digital Platforms

<p dir="ltr">The rapid expansion of extended reality (XR) technologies and immersive digital platforms has transformed contemporary media ecosystems, fundamentally reshaping how attention is produced, captured, and sustained. Within this evolving environment, meaning is no longer constructed solely through linear textual or visual narratives, but through multimodal and embodied experiences that engage users cognitively, sensorially, and affectively. This study examines immersive media content through the lens of the attention economy, employing a multimodal and embodied semiotic framework to analyze how XR digital platforms structure meaning, interaction, and engagement. Drawing on contemporary semiotic theory, media studies, and platform economics, the paper explores how immersive interfaces function as symbolic systems designed to optimize attention extraction rather than mere information transmission. By conceptualizing immersion as a semiotic and economic strategy, the research highlights the shift from interpretive media consumption to experiential meaning-making. The study contributes to digital media scholarship by proposing an integrative analytical framework that connects semiotics, embodiment, and attention economies within XR-driven platforms, offering insights into the cultural, cognitive, and ethical implications of immersive media design.</p>