How to Do Nothing: Resisting the Attention Economy

by Jenny Odell

an antidote to the rhetoric of growth. In the context of health and ecology, things that grow unchecked are often considered parasitic or cancerous. Yet we inhabit a culture that privileges novelty and growth over the cyclical and the regenerative. Our very idea of productivity is premised on the idea of producing something new, whereas we do not tend to see maintenance and care as productive in the same way.

By contrast, at its most successful, an algorithmic “honing in” would seem to incrementally entomb me as an ever-more stable image of what I like and why. It certainly makes sense from a business point of view. When the language of advertising and personal branding enjoins you to “be yourself,” what it really means is “be more yourself,” where “yourself” is a consistent and recognizable pattern of habits, desires, and drives that can be more easily advertised to and appropriated, like units of capital. In fact, I don’t know what a personal brand is other than a reliable, unchanging pattern of snap judgments: “I like this” and “I don’t like this,” with little room for ambiguity or contradiction.

If I think I know everything that I want and like, and I also think I know where and how I’ll find it—imagining all of this stretching endlessly into the future without any threats to my identity or the bounds of what I call my self—I would argue that I no longer have a reason to keep living. After all, if you were reading a book whose pages began to seem more and more similar until you were reading the same page over and over again, you would put the book down.