'The attention economy is in hyperdrive’: how tech shaped the 2010s

We thought tech would bring us closer together. Instead it has scrambled our minds, our politics and our relationships. Can we burst our filter bubbles?

In 2010, I joined Twitter. This momentous development went unnoticed by the world's press - but to be fair, it went almost unnoticed by me, too. Certainly, I had no particular trepidation about getting involved in social media. The internet still embodied more promise than threat: the iPad was just arriving; Uber and Airbnb were finding their feet; "gamification" was going to solve everything from obesity to voter apathy, by turning tedious chores into fun digital challenges with points and prizes; the Arab spring, coordinated on social media, was a few months away. This was before the Rohingya genocide, before the teenage anxiety epidemic, before Cambridge Analytica and the alt-right and "fake news". In October 2010, the Guardian news blog ran a brief item on a darkly comical nightmare scenario for US politics: "Donald Trump considers running for president," the headline read.

What changed in the 2010s was not so much the arrival of new technology as the rapid evolution of a business model, the monetisation of attention. This wasn't a recent invention; indeed, it dated back to the "yellow journalism" of the 19th century, which used sensationalist stories and cheap cover prices to build big audiences that advertisers would pay to reach. But ubiquitous high-speed mobile internet has sent the attention economy into hyperdrive, plunging us into an online world structured to prioritise not the truth, or what matters most, but whatever's most compelling, which often means whatever makes us angriest.