Digital technology has enabled connectivity on an unimagined scale. Human beings are social
animals and economic activity promotes this socialization. Market transactions are based on
optimism about the future faith that the world is good and trust that growth is organic or
coming from within the system. Individuals therefore invest in the future by having children
by extending credit and accepting risk and by building connections with others in the sincere
expectation of this connectivity being reciprocated.This book explores the unintended
consequences of ubiquitous connectivity. The first effect is captured by the sharing model.
Technology offers multiple avenues for sharing experiences and personal information so active
engagement with this increased content uses mental effort. Connection inevitably leads to
comparisons with other groups and individuals so despite the benefits of affirmation and group
inclusion these links corrode social networks leading to depression and mental apathy. The
second effect--the result of the commercialization of sharing--is encapsulated in the attention
deficit model. Loss of self-worth driven by the first effect encourages further connectivity
and sharing as buyers seek more comfort and reassurance via social media paying with time and
personal information. The product is digital content and the payment is with time and data.
Correspondingly social media fulfills this demand with exuberance both via user-generated
content and commercially curated content. We are overwhelmed with even more information paying
with increasingly scarce time and attention. Finally the third and most consequential effect
is diminished risk taking. Attention scarcity as a consequence of the content tsunami
throttles cognitive effort impairing judgment and decision-making. So the safe bet may be to
do nothing . . . take no risks and no gambles. Weaving together the latest research on
economics psychology and neuroscience this book fills a void for readers wanting a smart
clear analysis of communications markets and the commercialization of Internet-inspired
connectivity.
