Understanding the race to extract attention : Who profits?

March 6, 2023

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Social media platforms have revolutionized the way we interact and consume information. With the rise of these platforms, a new economy has emerged, one where attention is the most valuable currency.

In the attention economy, the users of social media platforms are the ‘product’. These platforms collect vast amounts of data on their users, which they use to create highly targeted advertising. The more users engage with the platform, the more data they generate, and the more valuable they become to advertisers. In her book 'The Age of Surveillance Capitalism,' Shoshana Zuboff explores this concept called "surveillance capitalism" and how it fuels the race to attract attention.

According to Zuboff, social media users are fighting for likes, comments, and shares, which has led to a race for attention. Users are more valuable to the platform and advertisers the more attention they can draw. Because of this, there is now a "likes" and "shares" culture where people are encouraged to share the information that will get the greatest attention.

Not all users, though, profit from this attention economy. In actuality, platforms and advertisers who are able to monetize user attention, according to Zuboff, are the real winners. The ongoing urge to produce engagement, on the other hand, frequently leaves users feeling overburdened and exhausted.

Social networking sites have also taken over as many people's major news sources. Yet, the competition for attention on social media has given rise to a culture of "fake news" and disinformation because these platforms favour sensationalist articles and click-bait headlines above fact-checked and verified facts because they increase interaction. Also, people frequently receive news within a filter or "bubble," which prevents them from having their assumptions tested or from being exposed to various viewpoints. As a result, public discourse is becoming increasingly divisive and debate cannot be productive. Because to this, social media is now accused of disseminating false information and pushing content that is controversial.

In the attention economy the platforms and advertisers benefit and profit more than the users. As users, it is our responsibility to understand how our attention is being used for profit and to take precautions against the harmful effects of this attention economy. We must also be aware of the impact of social media on our public discourse and take steps to ensure that we are exposed to different perspectives and viewpoints.

Here are three resources that can help you learn how to inform themselves about public discourse and how to avoid polarising views on social media:

  1. The BBC's "Beyond Fake News" website provides tips and resources for identifying and combating misinformation online, as well as information on how to navigate the news landscape in a digital age. https://www.bbc.co.uk/beyondfakenews/
  2. The Online Civic Culture Centre (O3C) is a research initiative based at the University of Loughborough that explores the impact of social media on public discourse. Their website includes resources and reports on topics such as filter bubbles, echo chambers, and online polarisation. https://www.lboro.ac.uk/research/online-civic-culture-centre/research-projects/
  3. Full Fact is an independent fact-checking organization that aims to promote accuracy and honesty in public debate. Their website provides fact-checks on current news stories, as well as guides and resources for identifying and combating misinformation online. https://fullfact.org

These resources can help you learn how to navigate the complex landscape of social media and public discourse in the UK, and make informed decisions about the information you consume and share.