Look over here…Ha! Fooled you.
How many times at a magic show did you ask yourself; “How did they do that?” Or, after seeing the show, did you get your own magic set and try the disappearing milk in the newspaper trick? The milk would spill. At the next magic show, you might have asked a magician how he did it. They’d always give you the same line “A magician never reveals their secret.” This is because to do so would make it…well, not magic. By now you are pondering why I am talking about magic. Wasn’t this blog supposed to be about deep thinking and tech related stuff? You’re right, but you’ll see where I’m going shortly.
As Hari describes, magicians figured out the secret early. In his words, “The job of a magician is – at heart – to manipulate your focus.” (Hari, p. 106). Good magicians can read people. In doing so, they can redirect our focus to where they want it. Before we go any further, we need to understand what manipulation is. The Cambridge Dictionary, defines manipulation as the “controlling someone or something to your own advantage.” Let’s focus on controlling the outcome to your favor. This is what marketers and advertisers want. A magician hides the liner inside the milk pitcher. This way you don’t see what’s happening. The milk is actually going back into the pitcher. They’ve drawn your focus to them and not the pitcher.
Akin to a magician, Hari goes on to describe examples at companies who use manipulation. Companies, such as Google, measure product success by “engagement.” They use this to get users to stay “hooked” on their devices. The more we stay on our devices, the more money companies make. Manipulation didn’t start with tech companies such as Google. Instead, manipulation or loss of our attention predates the digital age. The only difference is that it’s more prevalent with the advent of constant connection. B.F. Skinner used reinforcement to change (manipulate) a behavior. Think about Instagram or Facebook. Your liked posts receive hearts and thumbs up or other emojis.
I’ll take that!
A magician entertains you by focusing your attention on them and not the trick itself. The con artist though is the one who changes your focus with malicious intent. A good con artist will study their “mark” and learn everything about them. The more the con artist knows, the easier it is to play to the mark’s weakness. Today companies know their customers better then the customers know themselves. Why you ask. Because Hari says “companies are building up a profile of you to sell to advertisers who want to target you.” (Hari, p. 125). Remember, each click provides the tech companies more data so they can “better” serve you. Many are unaware of this data collection. Digital natives are aware and most have become immuned.
Mesmerized
All this discussion about magic and manipulation reminded me about a book on a similar topic. It’s a book by Nir Eyal titled Hooked – How to Build Habit-Forming Products. Hooked and Stolen Focus have some parallels. In it, Eyal focuses on describing his four-step “Hook” model, to change customer behavior. Each cycle consists of a trigger, action, variable reward, and investment. A well-designed product keeps users in the loop. Take Instagram for instance. You took a great vacation and want to share it with the world. (Trigger). In the Instagram app and you upload several pictures, type a description. The post is available for all to see (Action). Your friends and family see the post with your beautiful pictures. Many of them will likely click the like icon or post a comment (Variable Reward). Because you’re receiving comments and likes, you stay in the app longer. You’re now invested to see more posts. Before you know it, you’ve spent two hours on Instagram (Investment)… and you didn’t get your assignment done! This type of manipulation is what makes a product successful. Yet, like Hari, Eyal does admit a morality check needs to occur. Eyal offers a simple tool which he calls the “Manipulation Matrix.” (Eyal. p. 167). The matrix asks two simple questions: “Would you use the product yourself?” and “Will the product help users materially improve their lives?” Your answers determine where you fall on the Manipulation Matrix. Eyal defines them as peddler, dealer, facilitator, or entertainer.
Finale
It was interesting to see how both Stolen Focus and Hooked share similarities. Yet Stolen Focus looks at several factors of manipulation. One, how our attention is being taken from us, two, how to recognize it, and three, offers some ideas how to change it. Hooked, looks at how to build apps to change your customer’s behavior so they want your product. While there is a small chapter on the morality of doing this, the book focus’ on getting the customer “hooked.”
With that, I leave you with this final thought from the late great “Professor” Neil Peart (from the rock band Rush). Neil was a great philosopher and a phenomenal lyrist. The lyrics for the song “Freewill” are about predestiny and freedom to choose. The lines below sum up how we choose to get our attention back and control the hold that the digital realm can hold on us. Even in a digital age, when our stolen focus, we have free will. So, it’s our choice to decide how we balance our digital interactions and the real world.
“You can choose from phantom fears
And kindness that can kill,
I will choose a path that’s clear
I will choose free will.”
-Freewill (Rush)
References
Eyal, N., & Hoover, R. (2019). Hooked: How to build habit-forming products. New York: Penguin Business.
Hari, J. (2023c). Cause Six: The Rise of Technology That Can Track and Manipulate You (Part One). In Stolen focus: Why you can’t pay attention–and how to think deeply again (pp. 105–123). New York: Crown.
Hari, J. (2023d). Cause Six The Rise of Technology That Can Track and Manipulate You (Part Two). In Stolen focus: Why you can’t pay attention–and how to think deeply again (pp. 124–142). New York: Crown.
Rush. (1980). Freewill [Vinyl recording]. Le Studio, Morin-Heights, Quebec: Terry Brown.