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While examining its neuro-cognitive hardware, psychology usually ignores the socio-cognitive software underlying human attention. Yet although it is nature that equips us with our sense organs, it is nevertheless society that shapes the way we actually use them. The book explores the social underpinnings of attention, the way in which we focus our attention (and thereby notice and ignore things) not just as individuals and as humans but also as social beings, members of particular communities with specific traditions and conventions of attending to certain parts of reality while ignoring others.