Back in February, the music historian Ted Gioia wrote an essay on the state of American culture. He argued that many creative people want to create art (work that puts demands on people), but all the commercial pressures push them to create entertainment (which gives audiences what they want). As a result, for the past many years, entertainment (superhero movies) has been swallowing up art (literary novels and serious dramas).
But now, Gioia observed, even the entertainment business is in crisis. Hollywood studios are laying off employees. The number of new scripted TV series is down. That’s because entertainment is being swallowed up by distraction (TikTok, Instagram). People stay on their phones because it’s easier. Each object of distraction lasts only a few seconds and doesn’t require any cognitive work; the audience just keeps scrolling.
Our dopamine-driven brains drive us to choose cheap distraction over entertainment and art. A 15-second video causes a dopamine release in the brain, which creates a desire for more stimulus, which leads to the habit of more scrolling on your phone, which leads to an addiction to more stimulus. If distraction is swallowing entertainment in our culture, addiction is also swallowing distraction.
Gioia wrote: “The tech platforms aren’t like the Medici in Florence, or those other rich patrons of the arts. They don’t want to find the next Michelangelo or Mozart. They want to create a world of junkies — because they will be the dealers.”
The phenomenon Gioia describes isn’t happening just to culture; it recurs across American life. We have access to wonderful things. But they require effort, so we settle for the junky things that provide the quick dopamine hits. We could all be eating a Mediterranean diet, but instead it’s potato chips and cherry Coke. We could enjoy the richness of full awareness, but booze, weed and other drugs provide that quick reward. Think of all the things in American life that seem to offer that burst of stimulation but threaten to be addictive — gambling, porn, video games, checking email.
Even journalism has found ways to trigger dopamine for profit. We journalists go into this business to inform and provoke, but many outlets have found they can generate clicks by telling partisan viewers how right they are about everything. Minute after minute they’re rubbing their audience’s pleasure centers, which feels like a somewhat older profession.
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