Research, conducted on humans and macaque monkeys, concludes that our ability to focus is designed to work in bursts of attention, rather than uninterruptedly. For instance, while it may seem that you are continuously focusing on reading this article, the reality is that you’re zooming in and out of attention up to four times per second. The researchers found that in between those bursts of attention, we are actually distracted. During those periods of distraction, the brain pauses and scans the environment to see if there is something outside the primary focus of attention that might be more important. If there is not, it re-focus back to what you were doing. “The brain can’t process everything in the environment,” explains Ian Fiebelkorn, an associate research scholar at the Princeton Neuroscience Institute “It’s developed those filtering processes that allow it to focus on some information at the expense of other information.”1
In 1952, a Readers’ Digest article decried the negative health consequences of cigarette smoking. The following year was the first year in two decades that the sale of cigarettes dropped. The tobacco industry responded by setting up the Council for Tobacco Research. This was the beginning of a survival strategy. This meant denying the health consequences of smoking. Deceiving customers about the true nature of cigarettes through marketing and PR, as well as damaging the credibility of industry opponents. This including introducing distractions by drawing attentions to other agents like radon gas, asbestos, arsenic, silica and chromium. The tobacco companies joined many associations who typically oppose taxation and promoted themselves as supporters of freedom of expression, but blocked making available any information linking smoking to death or any negative outcomes. Today the growth of next generation products includes electronic cigarettes (e-cigarettes), which can also be referred to as alternative nicotine products and vapes.
Politicians may strategically time unpopular measures to coincide with newsworthy events that distract the media and the public. In an applied sense, the politics of distraction can be seen in the strategic or manipulative effort by the powerful to mislead or misdirect people in order to cover or hide more critical issues which may be harder to address. Donald Trump strategically and repeatedly employs ‘distraction techniques’ to sidetrack critical issues. He does this by choosing to highlight more trivial matters which he dresses up as ‘bright, shiny objects (BSOs)’ through linguistic devices such as empty intensifiers and puffery. Such distraction techniques have earned Trump the nickname of ‘super spreader of distraction’, whereby discourse is catapulted away from serious and more complex issues. While extreme in the case of Trump, such distraction techniques are not uncommon amongst politicians in general, and indeed amongst decision-makers and public figures in other disciplines.2
Along with this being the post-truth era, it is also increasingly the era of distraction – when politicians dangle shiny objects to distract media and voters from deception going on elsewhere. Politicians deliberately time controversial actions with major news events. For each channel, we look at the top three stories. And the idea is that the more time you spend on the top three stories, the less time is going to be available for everything else, including the conflict. For spin doctor rule number one is like, “Dump all the bad stuff when the world is not watching.” For example, a really good point for a lot of these big things, like a controversial executive order by the president. The capitalist system we live in encourages our apathy and complacency by constantly presenting us with distractions, desensitizing us to the ills of the world and making us cynical about our ability to create positive change.
Neoliberalism has not succeeded in reducing either poverty or inequality. From the perspective of the international capitalist class, it has failed in terms of the system itself. It has not recreated the conditions for capital accumulation which existed during the Great Boom. Above all, it has failed consistently to increase the rate of profit. To the extent that it has intermittently done so, it has not achieved rates comparable to those between 1948 and 1974. Accumulation has increasingly come to rely on increasing productivity on the one hand (making fewer people work harder) and decreasing the share of income going to labour the other (paying workers less in real terms). The suppression of real wage levels in Canada and the US has encouraged the very dependence on borrowing that has now entered crisis. US household debt has risen by nearly 50% over the last two decades, after adjusting for inflation.3
In response to concerns raised in the 1970s the corporate elite set in motion processes to dismantle the New Deal social compact, clearly recognizing that some people will now do with less to ensure an elite (big business) have more. This response to the crisis in capitalism also included moves to union busting. A key hegemonic claim is that the market provides a natural mechanism for rational economic allocation. Thus, attempts to regulate capital via political decisions produce suboptimal outcomes. This thinking is used to undermine the mechanics of popular engagement in determining policy. The actual individuals – the economic elite – who control the decision-making undermine other associations, like unions, under the rhetoric of personal freedom. Neoliberalism’s nonsense of individual freedom and equality, and its promise of prosperity and growth, are slowly being revealed as fabrications. Economic nationalism serves to distract the working-class from the very real questions about domestic distribution of economic resources by casting dispersion on foreigners.
Neoliberalism has ushered in a new Gilded Age in which the logic of the market now governs every aspect of media, culture, and social life from schooling to health care to old age. The goal was to weaken the welfare state and any commitment to full employment, and – always – to cut taxes and deregulate. But neoliberalism is more than a standard right wing wish list. It is a way of reordering social reality, and of rethinking our status as individuals. In short, neoliberalism is not simply a name for pro-market policies, or for the compromises with finance capitalism made just to support the autocracy. It is a name for a premise that, quietly, has come to regulate all we practice and believe: that the only a way of structuring all reality is the model of economic competition. The rise of digital technology, particularly smartphones, social media and instant messaging, has created an environment ripe for distractions.4
Today, shareable and trending posts on popular social media sites are rapidly closing in on television as the breaking news source for North Americans. Voters these days are easily distracted by politicians’ desperate bids for attention. In recent years, politicians have questioned a president’s birth certificate, resorted to ridiculous tweeting, and, amongst other stunts, promoted alternative facts. Using such distractions, politicians are gaining unprecedented control over their message. Politicians often now resemble celebrities rather than thoughtful policy-makers. The adage that there is no form of bad publicity appears to be truer than ever. Donald Trump, who reportedly consumes more television news than any president before him, would appear to also be the president who understands how best to manipulate it. The more outlandish his tweets, radical his policies, and atypical his actions, the more attention he receives from the media. His detractors become more infuriated; his base of support more invigorated.
To rule by distraction is a time-tested tool of autocratic and authoritarian regimes. The idea is to create enough chaos and distraction that all eyes remain on that. The key is to make “normal” a moving target (i.e. change what it means to be normal on a regular basis). Doing so allows for drastic steps to take place behind the smoke screen and distractions. In a “rule by distraction” situation, the survival of the administration depends on people not being able to process the complete information. By creating multiple simultaneous distractions, the administration overloads the attention of its citizens. In essence, then, they are not lying to the people, they are just creating enough alternative explanations that “truth” becomes debatable. Add political polarization to this and consistent bashing of the “other” side and you have a loyalist following locked up that will disregard anything that questions the government.5
Trump’s distractions are the new normal. Leaders increase their social media activity and shift the topic from domestic to foreign policy issues during moments of social unrest, which is consistent with a conscious strategy to divert public attention when their position could be at risk. Polarization is distracting us from the real issues. And yet, during a time of political polarization, it is more often the serious business of governing that is a distraction – from the partisan combat that has become our all-consuming pastime. Indeed, polarization, which drives many of our public and private choices, is so pervasive that we often fail to see how it structures our whole worldview, even our perceptions of events and things that at first do not appear even to have a political dimension. Rising political polarization is, in part, attributed to the fragmentation of news media and the spread of misinformation on social media.
Polarization can only be seen as a central threat to democracy if inequality is ignored. At one time it was believed that the Internet was going to be the greatest tool for expression and democracy. Notwithstanding, the economic elite use social media to create confusion and advance a neoliberal agenda. The mass media has become skilled at controlling what we see and hear and hiding what the wealthy elite don’t want us to see. Also, digital distraction risks exacerbating inequalities. The algorithms feed each of us information that supports views we already have, and creates the conditions for us to be more susceptible to falsehoods. In post-truth politics social media assists political actors who mobilize voters through a crude blend of outlandish conspiracy theories and suggestive half-truths, barely concealed hate-speech, as well as outright lies. Misinformation that seems real – but isn’t – rapidly circulates through social media. The problem is only getting worse.
1 https://www.wired.com/story/brain-distraction-procrastination-science/
2https://www.tandfonline.com/doi/full/10.1080/14664208.2024.2358692#d1e268
3 https://usafacts.org/articles/the-state-of-household-debt-in-the-us/
4 https://questioningandskepticism.com/take-back-control-of-the-public-sphere/