Ezra Klein recently wrote an essay exploring–and explaining–the new American currency: our attention.
Yes, money continues to be important. But as Klein points out, what is different about the early days of Trump’s second term is that “attention, not cash, is the form of power that most interests him.”
Plenty of his billionaire backers didn’t make the cut at his inauguration. The catbird seats were occupied instead by the titans of attention. It was the leaders of Facebook and Instagram and X and TikTok and Amazon and Google that Trump was so eager to see arrayed before him.
It isn’t as if the corruption enabled by money–the lobbyists, the political donors, etc.–no longer matters. Of course it does. But–as Klein also notes–Americans have become somewhat inured to that corruption. And we have rules that are intended to constrain it (albeit with debatable efficacy).
The same cannot be said for attention. If Trump saves TikTok and, in return, TikTok boosts pro-Trump content before the 2026 elections to help it go viral, would that be illegal? Perhaps. But would we even know it had happened? If Elon Musk turns the dials on X to tilt the conversation in the Republican Party’s direction before the 2028 elections, who will stop him?Attention, not money, is now the fuel of American politics.
It seemed clear in 2022 that Musk had overpaid when he bought Twitter for $44 billion. And if it’s judged as a business transaction, he probably did overpay. X’s revenue is far from justifying its purchase price. But we did not know then, and we do not know now, how to value the attention he bought. In terms of attention, Musk’s purchase of Twitter turned him into the most powerful person in the world, save perhaps Trump. What is that worth?
Talk about corruption; Klein notes that Musk isn’t just seeking to keep profiting immensely from his contracts with the government. He wants widespread influence and attention. And attention is what he is offering Trump..
To Trump, of course, attention is everything. As his six bankruptcies proved, he knows little or nothing about the actual real estate development business. He was able to monetize the attention he garnered from the Apprentice–his false persona as a savvy businessman– to sell his “brand” to the credulous. He learned nothing about government during his first term, but he did learn how to stay in the public eye and how to use the attention he generated to punish those on his growing enemies list.
His monumental ignorance of government has now collided with his insatiable need to capture the public eye. As Dana Milbank recently wrote in the Washington Post in the wake of his effort to freeze trillions in federal spending, “The Trump White House has no idea what the Trump White House just did.”
In just eight days on the job, Trump has taken a wrecking ball to the federal government, and he and his aides apparently couldn’t be bothered to give any thought to the damage and chaos that would ensue. It’s not just the spending freeze. It’s the willy-nilly, and probably illegal, firing of federal employees, the federal hiring freeze, the moratorium on foreign aid, the threats and bullying unleashed on allies, and the moves to muzzle government agencies to eliminate accountability.
The focus on attention, and Trump’s ability to command it, is particularly concerning given the information ecosystem we inhabit. As I have repeatedly noted, the Internet is a wild west of misinformation, disinformation and propaganda. People wanting to affirm the righteousness of their political preferences and beliefs can confirm their biases with a simple google search (aka “research.”) When a madman controls the majority of public attention, the availability of that “research” strengthens his ability to create and sustain an alternate reality.
And let’s be honest: Trump is a madman. The past week has removed all doubt.
Even worse than the fact that American voters have once again empowered this senile and delusional man is the fact that– when attention is the coin of the realm– it is the owners of the platforms that provide that attention who stand to gain the most.
We face a new avenue for corruption. As Klein concluded:
As absurdly concentrated as wealth is in America, attention is even more so. As powerful as money is in politics, attention is even more so. We have largely failed to regulate the role of money in politics. For attention, the problem is worse — and we have not even begun to attempt solutions.
We are barely aware of the problem, let alone possible solutions.
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