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Infinite Distraction
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It is sometimes argued that contemporary media technologies push individuals into collective action on an industrial scale, without them necessarily being aware of it. Yet what if the problem is not that we are all synchronized to the same affective networks and moments, but rather dispersed into countless different networks and moments? What if the effect of so-called social media is to calibrate the interactive spectacle so that we never fully feel the same way as other potential allies at the same moment? While one person is fuming about economic injustice or climate change denial, another is giggling at a cute cat video, and, two hours late, vice versa. The nebulous indignation which constitutes the very fuel of true social change can be redirected safely around the network, avoiding any dangerous surges of radical activity In this short and provocative book Dominic Pettman examines the deliberate deployment of what he calls asynchronous hypermodulation , as a key strategy encoded into the contemporary media environment. By focusing on we, the mediated , this radical intervention challenges the narratives that portray the new media environment as a monolithic media apparatus, rendering us all into the same libidinal grey glue, subsequently channelled at will through the pleasure palace of the internet. The unprecedented power of the Internet requires us to rethink the potential for infinite distractions that accompany it.
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