Sample from the teaching pack · Theme 2 of 15 · From 05:10
The attention business
Most social media is free because the product being sold is our attention. The film explains how platforms are designed to keep us using them.
“They want to connect everybody, but they want to do that using a business model which is based on trading your attention and building up a profile of you so they can serve you adverts.”
“That particular model allows you to design any digital technology to trigger a dopamine response, watch the behavior and then reinforce it.”
“The Apple solution is like, here’s some Scotch tape for your pack of cigarettes, let’s tape the top up and let’s try not to smoke OK?”
Discussion
- If an app is free, how does the company make money? What are you “paying” with?
- Marc Atherton says notifications that arrive at random keep “your brain running in high gear”. Which features of the apps you know work like this?
- Tim Kendall compares screen-time tools to taping up a pack of cigarettes. Is that fair? What would a genuinely helpful tool look like?


