I have to admit that I had not heard of the ‘attention economy’ before -never even thought about it like that, in fact. And yet, when I think about attention, I suppose I’ve always heard it used as a currency, a thing that was paid to a specified ‘other’ -the thing attended to, in other words. Inattention, was no attention at all; it was an aimless, uncontrolled drift that gathered nothing of importance, and hence was to be discouraged; it was the kind of activity that, if noticed, would inevitably evoke a ‘pay attention’ rebuke from the teacher in a classroom, thus reinforcing the idea that there was only one flavour of the concept: the directed attention.
Indeed, capturing attention is the way business works, isn’t it? Getting you to think about a particular product when the need arises, and making you aware of its attributes and benefits, is the only way to interest you in buying it. We tend to segment reality into little fragments that we grasp, one at a time, to sew into the fabric we call our day; from the moment we awaken until we slip, often exhausted, into sleep, we wear a patchwork quilt of attendances as our realities. Only in retrospect, should we ever choose to examine them, are we able to recognize the qualitative dissonances we have accepted as seamless.
Perhaps the perceptually dissolute may decide to comb the day for information, but somehow that act seems as bad as stripping a sentence of all its adjectives to get at the nouns and thereby losing the colour and vibrancy each was intended to wear. Sometimes attention misses the beauty of the forest by examining the trees too closely. At any rate, I’ve often thought there must be more than one variety of ‘attending to’…
I can’t help but notice people on the street walking past me wearing earphones, or staring at their phones, oblivious of my presence unless we bump. Do they see the series of comic faces in the clouds, or the hawk circling high above the little park? Do they notice the missing brick in the wall of the hospital across the street, or the sad old man leaning on the post outside the Emergency department? Would they stop to smell the flowers in the little pot beside the barbershop; do they wonder if the owner takes it in each night so it doesn’t disappear? Do they even care?
Do they feel the wind on their cheeks, and hear the rustle of leaves as it fights its way into the meadow? Do they see the squirrel that stares at them from a branch above their heads and wonder which tree he calls home? Even more important, do they notice that there are less birds singing in the trees above the trail in the nearby woods, and more litter along the way?
I suppose they are entangled in another, more important, world -and yet it’s probably the same one as mine, but without the distracting detours that make the journey as important as the destination. Of course I realize that few of us are monolithic, or so wedded to each moment that we are not tempted by diversions from time to time; we all daydream, I imagine, although some of us are more open to it than others; some of us are not wracked by guilt at the imagined loss of time that should have been better employed.
We have all, no doubt, travelled to someplace new to us, and been completely absorbed in the novelty of discovery: the unusual smells, the strangely loud buzz of traffic, or maybe the unanticipated imaginative architecture, or the flash of unfamiliar clothes hurrying by on unexpectedly familiar bodies. In those moments, we are immersed in the experience and only when the shock wears off do we re-emerge to attend to particulars and grasp at purpose.
Yes, I know I am not alone in seeking different ways of defining what it is to pay attention, but I have to say that I was delighted to find that someone had actually written an essay about it:
Dan Nixon, a freelance writer and senior researcher at the Mindfulness Initiative in England writes that, ‘Talk of the attention economy relies on the notion of attention-as-resource: our attention is to be applied in the service of some goal.’ So ‘Our attention, when we fail to put it to use for our own objectives, becomes a tool to be used and exploited by others… However, conceiving of attention as a resource misses the fact that attention is not just useful. It’s more fundamental than that: attention is what joins us with the outside world. ‘Instrumentally’ attending is important, sure. But we also have the capacity to attend in a more ‘exploratory’ way: to be truly open to whatever we find before us, without any particular agenda.’
‘An instrumental mode of attention… tends to divide up whatever it’s presented with into component parts: to analyse and categorise things so that it can utilise them towards some ends.’ There is also, however, an exploratory way of attending: ‘a more embodied awareness, one that is open to whatever makes itself present before us, in all its fullness. This mode of attending comes into play, for instance, when we pay attention to other people, to the natural world and to works of art.’ And it’s this exploratory mode that likely offers us a broader and more inclusive way to experience reality: an attention-as-experience. In fact, it is probably ‘what the American philosopher William James had in mind in 1890 when he wrote that ‘what we attend to is reality’: the simple but profound idea that what we pay attention to, and how we pay attention, shapes our reality, moment to moment, day to day.’ And ‘It is also the exploratory mode of attention that can connect us to our deepest sense of purpose… the American Zen teacher David Loy characterises an unenlightened existence (samsara) as simply the state in which one’s attention becomes ‘trapped’ as it grasps from one thing to another, always looking for the next thing to latch on to. Nirvana, for Loy, is simply a free and open attention that is completely liberated from such fixations.’
I like the idea of liberation; I cherish the notion that by simply opening myself to what is going on around me, I am, in a sense experiencing what the French mystic Simone Weil called ‘the infinite in an instant’. It sure beats grasping at Samsara straws.