So when I came across Carr’s book in 2020 (The Shallows: What the Internet Is Doing to Our Brains), I was ready to read it. And what I found in it was a key — not just to a theory but to a whole map of 20th-century media theorists…who saw what was coming and tried to warn us. Carr’s argument began with an observation, one that felt familiar:
The very way my brain worked seemed to be changing. It was then that I began worrying about my inability to pay attention to one thing for more than a couple of minutes. At first I’d figured that the problem was a symptom of middle-age mind rot. But my brain, I realized, wasn’t just drifting. It was hungry. It was demanding to be fed the way the Net fed it — and the more it was fed, the hungrier it became. Even when I was away from my computer, I yearned to check email, click links, do some Googling. I wanted to be connected.
Hungry. That was the word that hooked me. That’s how my brain felt to me, too. Hungry. Needy. Itchy. Once it wanted information. But then it was distraction. And then, with social media, validation. A drumbeat of: You exist. You are seen…
These are industries I know well, and I do not think it has changed them, or the people in them (myself included), for the better. But what would? I’ve found myself going back to a wise, indescribable book that Jenny Odell, a visual artist, published in 2019. In “How to Do Nothing: Resisting the Attention Economy,” Odell suggests that any theory of media must first start with a theory of attention. “One thing I have learned about attention is that certain forms of it are contagious,” she writes.
When you spend enough time with someone who pays close attention to something (if you were hanging out with me, it would be birds), you inevitably start to pay attention to some of the same things. I’ve also learned that patterns of attention — what we choose to notice and what we do not — are how we render reality for ourselves, and thus have a direct bearing on what we feel is possible at any given time. These aspects, taken together, suggest to me the revolutionary potential of taking back our attention.
I think Odell frames both the question and the stakes correctly. Attention is contagious. What forms of it, as individuals and as a society, do we want to cultivate? What kinds of mediums would that cultivation require?
This is anything but an argument against technology, were such a thing even coherent. It’s an argument for taking technology as seriously as it deserves to be taken, for recognizing, as McLuhan’s friend and colleague John M. Culkin put it, “we shape our tools, and thereafter, they shape us.”
There is an optimism in that, a reminder of our own agency. And there are questions posed, ones we should spend much more time and energy trying to answer: How do we want to be shaped? Who do we want to become?
— Ezra Klein, from “I Didn’t Want It to Be True, but the Medium Really Is the Message” (NY Times, August 7, 2022)
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