MSNBC host Chris Hayes has turned the spotlight on the commodification of attention, shedding light on how figures like Elon Musk and Donald Trump have exploited this phenomenon to their advantage. During discussions with various media outlets, Hayes articulated his concerns about the damaging consequences of this new economy built on attention and the information ecosystem.
Hayes’s book, The Sirens’ Call: How Attention Became the World’s Most Endangered Resource, dives deep beyond the surface of social media and its impact on modern life. He argues it’s not just about likes and retweets; it’s about how our very consciousness is shaped by continuous demands for our attention from myriad sources. “It’s absolutely endemic to modern life,” Hayes stated, addressing how technology manipulates innate human impulses.
One of the most pressing issues he highlights is the way Musk, after acquiring X (formerly Twitter), has reshaped content moderation and the platform’s algorithms, favoring sensationalism over verified information. “Oh, it’s just massively destructive. It’s pollution, pure pollution,” Hayes commented during his interview with Semafor, emphasizing the dangers posed by unchecked narratives circulating within the platform.
He pointed out Musk’s unfounded claims relating to the 2022 attack on former House Speaker Nancy Pelosi's husband, which Hayes decried as a “disgusting lie.” Musk has often criticized mainstream media, branding it as biased, yet Hayes remarked on the irony of Musk promoting disinformation under the guise of transparency.
“Yes, you’re the media now,” Hayes mocked Musk’s proclamations, likening the atmosphere to “medieval village rumor-mongering.” He articulated, “What his site now selects for is people ripping off stuff and lying.” This lack of accountability poses serious risks for public discourse, as Hayes noted, “There are tons of people, subject matter experts, who comment without a media filter.”
Delving deep, Hayes discussed the intricacies of attention itself. He posited two forms of attention: voluntary and compelled. The former involves conscious decisions, such as reading or engaging meaningfully with content. The latter, which is increasingly leveraged by tech giants, hijacks our cognitive functions to divert our attention away from what we value most.
He illustrated this concept by comparing societal attention issues to historical struggles with food; just as food can be manipulated to exploit natural urges, so can our attention. Hayes explained, “The comparison I use…is how hunger works.” He elaborated on how compelled attention mirrors eating habits shaped by the industrialized food industry, providing cheap, calorie-dense options to exploit desires.
Within this chaotic backdrop, Hayes contextualizes the behavior of figures like Donald Trump. He argued Trump’s presidency relied heavily on the principles of attention economics to sustain public engagement, often opting for controversial statements to keep himself relevant. “What unites them [Musk and Trump] is fundamentally: These are people who understand attention matters more than anything, even at the cost of negative attention,” Hayes explained.
The societal ramifications are significant. Hayes' commentary reveals how the race for attention often leads to detrimental behaviors and affects mental health. He vividly narrates his experiences of becoming more recognized, highlighting the bizarre, almost addictive nature of seeking attention—a sentiment echoed by many public figures.
Addressing today’s culture, he notes, “We’ve democratized the madness-inducing aspects of celebrity for the entire society,” emphasizing how social media platforms have created environmental pressures similar to those faced by past generations of celebrities, who often succumbed to the weight of public scrutiny.
But Hayes offered hope, too. He expressed optimism about the emergence of platforms resisting exploitative practices—illustrated by the rising popularity of Substack, where individuals can share longer-form content supported by direct reader funding rather than ad revenue based on attention metrics.
Reflecting on the evolution of the Internet, he noted, “The internet has opened this cornucopia of different things you can pay attention to.” He believes this shift is prompting users to reclaim their attention by opting for engagement methods where voluntary control is prioritized, such as group chats among friends or communities.
But the challenge remains for the general populace to navigate this complicated terrain of attention economics. Hayes emphasized the need for vigilance against the programming of our attention, which shouldn’t solely center on profitability for platforms.
He concluded by urging listeners to reflect on their consumption patterns, considering how to regain control over their attention. This battle over attention isn't just personal; it reflects broader cultural and societal dynamics aiming to reclaim our priorities, build meaningful connections, and develop healthier engagements with digital spaces.
Chris Hayes, through his sharp analysis and candid reflections, not only serves as a critique of the current state of media and technology but also challenges us all to re-examine how we allocate the most valuable resource we possess: our attention.