Today’s lectorial (and supplied reading material) has become very thought provoking for me. Late last year, I purchased an activity book entitled “ How to be an Explorer of the World; portable life museum” by Keri Smith. The book encourages readers to interact with their world by documenting the usually unnoticed simplicities that contribute to the environment around them. Today’s reading (BORDWELL, D., & THOMPSON, K. (2004). Film art: an introduction. Boston, McGraw-Hill) reflected the ideas of Smith in terms of ‘noticing’ in a modern world where we are “inundated with sense impressions all the time”. A simple venture to Federation Square proved to be a perfect example as we were met with various forms sensory information, so much so that we could not possibly list them all in a lifetime. The sounds of a bustling city echoed around us; trams in motion, preachers offering life lessons, store owners spruking, coffee machines rattling and people chatting. Targeted advertising was everywhere- from electronic billboards to ads on the side of trams and stickers on the pavement. while a huge screen boasted a live stream of the square itself, incorporating interaction between visitors and their environment. Visitors were encouraged by scrolling messages on the screen to join conversations on social media platforms such as twitter and facebook. There was a wide range of stimuli to be noticed, but not enough time for the noticing!