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“To pay attention, this is our endless and proper work”*…

The Attention Economy…

“Attention discourse” is how I usually refer to the proliferation of essays, articles, talks, and books around the problem of attention (or, alternatively, distraction) in the age of digital media. While there have been important precursors to digital age attention discourse dating back to the 19th century, I’d say the present iteration probably kicked off around 2008 with Nick Carr’s essay in the Atlantic, “Is Google Making Us Stupid?” And while disinformation discourse has supplanted its place in the public imagination over the past few years, attention discourse is alive and well…

Attention discourse proceeds under the sign of scarcity. It treats attention as a resource, and, by doing so, maybe it has given up the game. To speak about attention as a resource is to grant and even encourage its commodification. If attention is scarce, then a competitive attention economy flows inevitably from it. In other words, to think of attention as a resource is already to invite the possibility that it may be extracted. Perhaps this seems like the natural way of thinking about attention, but, of course, this is precisely the kind of certainty [Ivan Illich] invited us to question…  

His crusade against the colonization of experience by economic rationality led him not only to challenge the assumption of scarcity and defend the realm of the vernacular, he also studiously avoided the language of “values” in favor of talk about the “good.” He believed that the good could be established by observing the requirements of proportionality or complementarity in a given moment or situation. The good was characterized by its fittingness. Illich sometimes characterized it as a matter of answering a call as opposed to applying a rule. 

“The transformation of the good into values,” he answers, “of commitment into decision, of question into problem, reflects a perception that our thoughts, our ideas, and our time have become resources, scarce means which can be used for either of two or several alternative ends. The word value reflects this transition, and the person who uses it incorporates himself in a sphere of scarcity.”

A little further on in the conversation, Illich explains that value is “a generalization of economics. It says, this is a value, this is a nonvalue, make a decision between the two of them. These are three different values, put them in precise order.” “But,” he goes on to explain, “when we speak about the good, we show a totally different appreciation of what is before us. The good is convertible with being, convertible with the beautiful, convertible with the true.”…

Your Attention Is Not a Resource“: L.M. Sacasas (@LMSacasas) wields Illich to argue that “you and I have exactly as much attention as we need.”

(image above: source)

* Mary Oliver

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As we go for the good, we might recall that it was on his date in 1965 that NASA launched Hughes Aircraft’s Early Bird (now known officially as Intelsat I) into orbit. It was the first communications satellite to be placed in synchronous earth orbit– and successfully demonstrated their (subsequently explosively growing) use for commercial communications.

“Early Bird” being prepared

source

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