Whoever is reading the words and seeing the images of this Editorial knows that they have arrived at them because their attention has been drawn to Electra, either in the present or in the past. In a world-event saturated with signs (linguistic, acoustic, visual) and icons, signifiers and constant flows of information, seductions and requests, calls and invitations, technological dependencies and media compulsions, the reader has had their attention fought over between Electra and many other things that every day, every hour, every minute, ask for, claim and demand their attention. By deciding to give their attention to our magazine, the reader has made a choice which represents willingness, time, disposition, interest, investment. This is when attention becomes tension, temptation, intention.