We spend two things and only two things, as far as I am aware. Time and money. This fact fascinated me a while back and I wrote a blog post called Spending Time, advocating for using the same care in how we spend our hours and our days that we give to our finances.
Something similar clicked the other day when I was asked if I was paying attention. Interesting term, I thought. What else do we pay? Besides money of course. I’ve been trying to think of anything else, but so far I have not been able to.*
I write about the future here, and the idea of time and attention as a new form of currency rings true. Note the way online ads compete for your attention. The whole thing with Face Book has made us all painfully aware that we are the product being sold by companies on the cutting edge of technology. Just today, I had to click my consent to new terms for Yahoo. Basically the terms said I understand they will use all content I provide in any way they please.
Why do they want this data? It is not that I am inherently interesting to Yahoo, Google or Apple. They want to use the data to place specific content where I see it. They want my attention, or rather to sell my attention to their advertisers. My attention is worth money, it turns out, if I have demonstrated an interest in the advertiser’s product. Once they have my attention, they take up my time, and they hope for some of my money. These are the things I spend. These are the ways I pay.
The scarier part is the idea of using my predispositions — my politics, my spiritual beliefs, my hobbies and interests, and even facts about my health, my job and my family — to not only sell me products but to also incite me to action. Attend a rally? Support a cause? If you know enough about me, will you know exactly what buttons to push to get me to act?
Maybe you will. Unless, of course, I pay a great deal of attention to what I see. I predict one of the rising costs of democracy, and of personal freedom, in the brave new future we are creating every time we touch our keyboards, will be the necessity to pay close attention to what appears to randomly flash before our eyes.
Assume you are seeing any online content for a reason. An algorithm somewhere calculates you are likely to respond in a way someone else desires. Do you want to do so? Maybe you do, maybe not. So pay attention. Your attention matters.
*After writing this post, I began to think about how we pay another person a compliment. Interesting. Expect a post on this idea soon.