The Fracking of the Mind

I’ve long been aware what a dreadful attention sink we’re in now as a society.

It’s a topic that Laura Marsh talks about in the March 27, 2025, New York Review of Books.

“In The Attention Merchants, (Tim) Wu likened these developments to another kind of resource extraction. The smartphone ‘appeared capable of harvesting the attention that had been, as it were, left on the table, rather in the way that fracking would later recover vast reserves of oil once considered wholly inaccessible.’ Wu, a legal scholar who has written extensively on antitrust, tells this story through sketches of the corporations that unlocked new segments of our attention. (Chris) Hayes writes more often from the perspective of the user; the person whose mind is being fracked feels, he remarks, ‘that our very interior life, the direction of our thoughts, is being taken against our will.’ Distraction has always been big business, but the immersive quality of digital media, in his account, makes it much more powerful and toxic.”

“(T)he algorithms of social networks can show each user content tailored specifically to them, based on all the things they’ve clicked on before. (This is how Hayes loses an entire hour, one stoned evening, watching videos of people assembling sandwiches and slicing them in half.)

“Social media can also capitalize on direct appeals to the audience by name. One of the more intriguing facts that Hayes cites comes from a 1959 study of people’s ability to tune out background noise and conversation when they wanted to focus: ‘The only stimulus so far found that will break through,’ the researchers wrote, ‘is the subject’s own name.’ Platforms that notify users each time they are ‘mentioned’ work on this principle; the most reliable way to draw someone in, even if the content on offer doesn’t particularly appeal to them, is by creating the impression that other people are talking about them.”