The world is saturated with media content, and attention is scarce almost everywhere. The fact of saturation and the ease of production does not mean equitable access to attention, even for important and worthwhile content. What we call the caring problem for audiences is not a determined fact, but also of building communities, language choices, design, and social media tactics. In this talk Ivan Sigal — photographer, Berkman Fellow, and Executive Director of Global Voices — explores the effects of citizen media and social movements, within the lens of Global Voices coverage and activism, with an eye toward developing future editorial practices.