Pay attention

We’re taught early that attention is a currency—we “pay” attention—and much of the discipline of the classroom is aimed at marshaling the attention of children, with very mixed results. We all have a history here, of how we did or did not learn to pay attention and all the praise or blame that came with that. It used to be that such patterns of childhood experience faded into irrelevance. As we reached adulthood, how we paid attention, and to what, was a personal matter and akin to breathing—as if it were automatic.  

Today, though, as we grapple with a pervasive new digital culture, attention has become an issue of pressing social concern. Technology provides us with new tools to grab people’s attention. These innovations are dismantling traditional boundaries of private and public, home and office, work and leisure. Emails and tweets can reach us almost anywhere, anytime. There are no cracks left in which the mind can idle, rest, and recuperate. A taxi ad offers free wifi so that you can remain “productive” on a cab journey. 

Even those spare moments of time in our day—waiting for a bus, standing in a queue at the supermarket—can now be “harvested,” says the writer Tim Wu in his book The Attention Merchants. In this quest to pursue “those slivers of our unharvested awareness,” digital technology has provided consumer capitalism with its most powerful tools yet. And our attention fuels it. As Matthew Crawford notes in The World Beyond Your Head, “when some people treat the minds of other people as a resource, this is not ‘creating wealth,’ it is transferring it.”

Madeleine Bunting, Disarming the weapons of mass distraction.