“We are living through a crisis of attention that is now widely remarked upon, usually in the context of some complaint or other about technology. As our mental lives become more fragmented, what is at stake often seems to be nothing less than the question of whether one can maintain a coherent self. I mean a self that is able to act according to settled purposes and ongoing projects, rather than flitting about. Because attention is so fundamental to our mental lives, this widely felt problem presents a rare occasion when an entire society is compelled to ask anew a very old question: What does it mean to be human?”

Crawford introduces the central concept of his book, the crisis of attention in modern society, which he shows through the theme of The Impact of Technology and Advertising on Individual Agency. He suggests that the fragmentation of our mental lives, largely due to technological influences, poses a threat to our ability to maintain a stable and coherent self. This crisis prompts a philosophical inquiry into what it means to be human in an age dominated by digital technology and media. Crawford sets the stage for a discussion that questions foundational aspects of human cognition and explores how these are influenced by cultural and technological changes. This passage encapsulates the book’s exploration of attention as both a psychological construct and a cultural phenomenon, framing the discussion within a broader existential and philosophical context.

“Our mental lives become shapeless, and more susceptible to whatever presents itself out of the ether. But of course, these presentations are highly orchestrated; commercial forces step into the void of cultural authority and assume a growing role in shaping our evaluative outlook on the world. Because of the scale on which these forces operate, our mental lives converge in a great massification—ironically, under the banner of individual choice.”

Crawford explores how modern society’s myriad distractions, often commercial in nature, shape and influence our thoughts and behaviors. He critiques the irony of perceived individual choice, suggesting that our decisions and focus are increasingly manipulated by commercial interests that fill the cultural void left by the decline of traditional authoritative structures. This manipulation leads to a uniformity in thought and action, disguised as personal freedom, impacting our capacity to form genuine individual thoughts and judgments.