Abstract

Attention is viewed here as a complex of semiotic processes that leads to animals’ choices and behavioral decisions. Besides the focusing role of attention, many other processes, such as prioritizing and binding perceptions to coherent reality, have historically been considered to be parts of attention. Semiotic tools can help to understand relations between perception and meaning-making and, therefore, to solve questions of attention’s active or passive nature. Are animals actively shaping it, or is it something that happens to them? This article attempts to synthesize different theories of attention from the cognitive sciences and Uexküllian semiotics into a model that shows how meaning-making can be the basis for future attention. For this several different theories of attention belonging to different disciplines have been revisited and synthezised. Here, it is claimed that although it seems that something in the environment can capture attention without animals’ active participation, attention is actually an active process that depends on meaning-making and interpretation. Attention is also viewed in the context of search behavior and connected with Jakob von Uexküll’s terms of ‘search image’ and ‘search tone’, to which a a new term ‘search schema’ was added. Additionally, it is suggested that some animals can use qualisigns as category markers for attendance. The process of prioritizing attention depends on the construction of sense organs, which makes it species-specific and also from the individual experiences, meanings, and habits of the organism. Jakob von Uexküll imagined Umwelt as a “soap bubble” containing everything an animal can perceive. Attention limits perception in the current moment even more, being metaphorically speaking, a smaller dynamic bubble inside a big Umwelt bubble.