King Krávoka
An infection of Your universe.
Rewilding your attention
To find truly interesting ideas, step away from the algorithmic feeds of Big Tech
uxdesign.cc
Recently I read a terrific blog post by CJ Eller where he talks about the value of paying attention to offbeat things.
Eller was joining an online conversation about how people get caught up in the “status and celebrity game” when they’re trying to grow their audience. They become overly obsessed with following — and emulating, and envying— the content of people with massive audiences. The conversation started with this poignant essay by the author Ali Montag; she concludes that rabidly chasing followers endows your writing (and thinking!) with “inescapable mediocrity”. (It also tends to make you miserable, too, she points out).
Then Tom Critchlow joined in, tweeting about Ali’s essay, and he used a very memorable phrase …
“Rewild your attention” — that’s a wonderful way of putting it! (Or as CJ Eller titled his blog post, from which I got my title here: “Rewilding Your Attention”.)
Instead of crowding your attention with what’s already going viral on the intertubes, focus on the weird stuff. Hunt down the idiosyncratic posts and videos that people are publishing, oftentimes to tiny and niche audiences. It’s decidedly unviral culture — but it’s more likely to plant in your mind the seed of a rare, new idea.
I love the idea of “rewilding your attention”. It puts a name on something I’ve been trying to do for a while now: To stop clicking on the stuff big-tech algorithms push at me.
As Montag and Eller and Critchlow note, social behavior can influence our attention: What are the high-follower-count folks talking/posting/arguing about today? This isn’t always a bad thing. We’re social animals, so we’re necessarily (and often productively) intrigued by what others are chewing over. But as these three writers note, it’s also crucial to follow your own signal — to cultivate the stuff you’re obsessed with, even if few others are.
On top of the social pressure from people online, there’s technological pressure too — from recommendation systems trying to juke our attention.
For example, here are the recommended subjects when I logged into Medium just now …
Programing, technology, comics, Javascript. All righty: Medium’s algorithm has deduced that … I’m a nerd. They are correct! I am. The other major social networks, like Twitter or YouTube, offer me the same geek-heavy recommendations when I log in. And hey, they’re not wrong either; I really do like these subjects.
But … I’m also interested in so many other things that are far outside these narrow lanes. I am, for example, a Canadian who’s deeply into Canadian art, and a musician who spends a lot of time thinking about composition and gear and lyric-writing and production and guitar pedals, and a father who thinks a lot about the culture my kids show me, and I have a super-snobby fanboy love of the 18th century poet Alexander Pope.
“North Shore Lake Superior” by the Canadian modernist artist Lawren Harris, FTW
You’re the same way; you contain your own etcetera Whitmanian multitudes, your pockets of woolly-eyed obsession. We all do.
But our truly quirky dimensions are never really grasped by these recommendation algorithms. They have all the dullness of a Demographics 101 curriculum; they sketch our personalities with the crudity of crime-scene chalk-outlines. They’re not wrong about us; but they’re woefully incomplete. This is why I always get a slightly flattened feeling when I behold my feed, robotically unloading boxes of content from the same monotonous conveyor-belt of recommendations, catered to some imaginary marketing version of my identity. It’s like checking my reflection in the mirror and seeing stock-photo imagery.
To social media algorithms, you’re just a piece of demography
The other problem with big-tech recommendation systems is they’re designed by people who are convinced that “popularity” and “recency” equal “valuable”. They figure that if they sample the last 15 milliseconds of the global zeitgeist and identify what’s floated to the top of that quantum foam, I’ll care about it. Hey, a thing happened and people are talking about it, here’s the #hashtag!
And again … they’re sometimes right! I am often intrigued to know the big debates of the day, like Oscar Wilde peering into his daily gazette. But I’d also like to stumble over arguments yet more arcane, and material that will never be the subject of a massive online conversation because only a small group of oddballs care about it.
You’re the same way too, I bet. We’re all weird in different ways, but we’re all weird.
Big-tech recommendation systems have been critiqued lately for their manifold sins— i.e. how their remorseless lust for “engagement” leads them to overpromote hotly emotional posts; how they rile people up; how they feed us clicktastic disinfo; how they facilitate “doomscrolling”. All true.
But they pose a subtler challenge, too, for our imaginative lives: Their remarkably dull conception of what’s “interesting”. It’s like intellectual monocropping. You open your algorithmic feed and see rows and rows of neatly planted corn, and nothing else.
That’s why I so enjoy the concept of “rewilding”.
The metaphor suggests precisely what to do: If you want to have wilder, curiouser thoughts, you have to avoid the industrial monocropping of big-tech feeds. You want an intellectual forest, overgrown with mushrooms and towering weeds and a massive dead log where a family of raccoons has taken up residence.
As CJ points out, this requires a lot more work on our part …
… rewilding attention is an active practice. One must not only pursue those tiny signals but share them as well, whether that means writing about them on your blog or by word of mouth.
For me, it’s meant slowly — over the last few years — building up a big, rangy collection of RSS feeds, that let me check up on hundreds of electic blogs and publications and people. (I use Feedly.) I’ve also started using Fraidycat, a niftily quixotic feed-reader that lets you sort sources into buckets by “how often should I check this source”, which is a cool heuristic; some people/sites you want to check every day, and others, twice a year.
Other times I spend an hour or two simply prospecting — I pick a subject almost at random, then check to see if there’s a hobbyist or interest-group discussion-board devoted to it. (There usually is, running on free warez like phpBB). Then I’ll just trawl through the forum, to find out what does this community care about? It’s like a psychogeographic walk of the mind.
Another awesome technology for rewilding my attention, I’ve found, is the good old-fashioned paper book. I go to a bookstore, pick up something where it’s not immediately obvious why it’d appeal to me, then flip around to see if anything catches my eye. (This works online, too, via the wonderful universe of pre-1923, freely-accessible ebooks and publications at the Internet Archive, Project Gutenberg, or even Google Books. Pre-WWI material is often super odd and thought-provoking.)
Now I’m thinking: I should write a whole other post on “strategies to rewild your attention.”
How do you do it?