Because I’ve been absorbing television commercials since the 1960s, I’ve internalized the belief that suffering is a bad thing. To suffer means there’s a glitch in the system, if you will. Television has always told me: “You’re doing it all wrong. You can buy your way into enough pleasure, comfort, and convenience to iron away those ugly wrinkles of human suffering.”
To internalize the idea that consumerism can overcome human suffering is to undergo a kind of infantilization. Here’s a case in point: I spent over twenty years obsessing over watches, creating a cozy ecosystem to buffer myself from the anxiety and restlessness arising from an existential vacuum. But creating that buffer only allowed those problems to grow and fester. I was in a strange state. I was hyper-focused on watches, but I wasn’t engaged with the real world or with myself. I was both engaged and disengaged at the same time. My life was full of intense mental activity without meaningful psychological engagement.
This contradiction points to something we might call Disengaged Hyperfixation: a condition in which intense concentration on a narrow interest creates the illusion of meaningful engagement while the individual becomes increasingly disconnected from relationships, responsibilities, and self-examination. I was deeply engaged in the minutiae of watches but disengaged from the emotional problems that required my attention.
Disengaged Hyperfixation seems to be central to the business model of the Attention Economy. Create undemanding videos in which you repeat the same thing over and over about how amazing this or that watch is. Tell car enthusiasts how superior their favorite brand is to the competition. Talk about a high-protein diet for the millionth time to high-protein disciples. The brutal fact about the Attention Economy and Disengaged Hyperfixation is that you can get lost in these dopamine farms and piss your life away, only to discover too late that you were never meaningfully engaged with the precious, short time you have here on Earth. That realization brings a despair and anguish no YouTube influencer can cure.
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