The global information landscape has undergone a profound shift. Traditional media no longer monopolises attention, agenda-setting, or trust. Instead, social platforms, independent creators, and real-time digital narratives increasingly shape what the world sees, discusses, and believes. Influence today is measured not only by reach, but by speed, authenticity, and the ability to tap into cultural moments as they unfold. This session explores how attention is formed, fragmented, and mobilised in the modern media ecosystem