The Problem With the Attention Economy
The attention economy would work a lot better if Kim Kardashian's butt isn't constantly competing with the kids in the pool who I'm meant to be babysitting for my attention. You may think that social media outlets shouldn't be blamed for my own lack of self control. But none of us really have that much control over how we direct our attention and these companies will deliberately prey on this very human weakness to make billions on our inability to resist garish posts like 'What would your favorite celebrities look like if they put on 30 pounds?'
Yup just like me - a page full of social media apps and not a single notification
Preying on Your Insecurity
If you're anything like me, then you're probably checking your phone every 20 seconds just to make sure your new Facebook profile picture is still being ignored. Seeing that it is, you're frantically spamming Likes to hundreds of other posts from people who you only interactive with once a year when the darn thing tells you its their birthday, desperately hoping one of them will reciprocate. All the while you can faintly make out in the background someone yelling for you to put the phone away and to keep your eyes on the road while driving but you disregard them. For as far as you're concerned, the number of likes on your post over the next few hour will dictate your entire sense of self worth.
If someone like her is feeling insecure, then does anyone other than Megan Fox and George Clooney have a reason to live?
Social media companies will clutter up your news feed with the prettiest people going to the fanciest restaurants, encouraging us all to compete in a game where everyone's a loser except their shareholders. I spent weeks learning how to use Photoshop just so I could post pictures of myself working out at the gym. They know exactly how to exploit the insecure little teenager in every one of us - by which I mean our need for social validation, rather than implying that we're all having intercourse with a minor. Desperate for some attention, we'd rush for our phones to open up that new push notification only to be informed that a few friends were at a restaurant nearby and didn't think to invite us along.
Provoking Outrage
There are many things in life we know we don't want and we're also pretty good at not actively seeking them out. For example, I find it relatively easy to resist the temptation to receive a back rub from my grandma. Unfortunately, clips of racist tirades or cruelty to animals are often as unappealing as they are engaging and we often find ourselves sucked into a cesspool of hate and becoming troll food. We can't help it. We're evolved to react to provocation, especially if it's deliberate. That's why the advice 'just ignore him' never worked when Brady Baxter hanged you from your locker by your underpants in middle school. (And what a coincidence we went to the same school.) I suppose what I'm trying to say is I wish social media was more like getting a back rub from my grandma.
They see me trollin', they hatin'...
There now exists an entire industry with the sole purpose of eliciting a reaction out of people. Unfortunately it's easier to elicit negative reactions than positive ones - just ask any girl I've ever talked to at a singles club. But traditional social media companies value bad attention just as much as good, as long as the advertisement money keeps pouring in. Imagine what going to work would be like if vomiting into the water cooler and photocopying your ass crack was just as valued as closing big deals with important clients.
Summary
The incentives structure around traditional social media companies prevent them from distinguishing between different types of attentions. I wonder how successful they'd be if their ad campaigns read 'we pour millions into research to tailor the exact type of news feed that will piss you off the most!' Like your local heroin supplier they don't quite want you dead, because that's bad for business. But as long as you keep coming back for more, they're more than happy to sell your anger and self loathing to the highest bidder. And in return, they'll make sure you'll never forget a second cousin's roommate's brother-in-law's birthday ever again!
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