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10:47

(In »The free and open Internet versus the ecological apocalypse«)

Attention has of course in reality few or no links at all to capital, aside from the fact that they have both been power-generating during different historical epochs. Attention is, for example, not a structural lubricant, even if it both creates and changes power structures to a dramatic extent. Its power instead arises as a response to the Internet’s enormous information offering and the plurarchical chaos which this abundance creates. The need for curatorship, qualified information processing, is growing explosively, and the sorting of information is much more important and more valuable than the production of the same. At the very moment that information sorting becomes more important than information production, power over the society shifts from the producers of goods and services, the capitalists, to information sorting and its practitioners, the netocratic curators. We go through the paradigm shift from capitalism to attentionalism. With the advent of attentionalism, the focus of ethics shifts over from the individual’s self-realisation, the capitalist ideal, to the network-dynamical utopia, or what is termed the ethics of interactivity. What is important in existence are the nodes in the network and how these nodes can be merged as often and as much as possible in order to maximise agential existence. The power in this hectic network-building ends up with those who succeed in combining plausibility and attention in the virtual world. And even if this attention can be measured – according to the brilliantly simple but correct formula credibility multiplied by awareness yields attention – it cannot be substituted or in any other way used in transactions in the same way as capital and capitalism’s other valuable assets.