Numlock Sunday: Julia Alexander on the insatiable maw of human attention

By Walt Hickey

Welcome to the Numlock Sunday edition.

This week, I spoke to Julia Alexander, digital strategy consultant and author of the new blog Posting Nexus.

Julia’s brilliant, she’s been one of the most insightful and compelling minds on attention — where we allocate it, how we measure that, and what becomes of that — for several years now, and when I learned about this new project I was incredibly excited to get her on a Sunday edition to hear more about what’s got her, well, attention.

We spoke about the incentive structures of the internet, attention as digital currency, and how online trends redefine culture.

Alexander can be found on X and Threads, and the project is Posting Nexus

This interview has been condensed and edited.

Julia Alexander, thank you so much for coming on.

Thank you for having me. What an honor.

It’s always great to talk to you. I've been a fan of your work for a long time, and whether it was your independent newsletter or this new thing, it is always really, really fun to talk to you about what people are consuming and watching and reading and seeing.

Thank you, I appreciate it.

I wanted to talk about Posting Nexus. It’s a new project that you are launching and it is a really fascinating dive into attention and essentially how it has become commoditized, how we use it on the internet, and where it goes. Just to back out a bit, can you tell me a little about why you wanted to go in this direction and start this thing up?

Posting Nexus came out of this obsession I have with understanding why people do what they do on the internet and how that affects what they do or don't do off the internet. I now work at Disney, and we won’t get into any of that, unfortunately, but a large part of my career was spent looking at the development of the streaming industry and the reality that people's attention was moving away from these closed-circuit traditional distributors to more open-circuit digital distributors who were operating at a pace that was almost relentless, and that was in large part because the attention we gave to digital services was relentless. When I moved into Disney, it didn't stop me thinking a lot about why people do things, where they give attention, and what they want out of attention.

So, I decided to launch Posting Nexus, which is me and a few friends who are doing this, edited by the brilliant Allegra Frank until someone very smartly hires her full time. As I say in the intro, it's not a newsletter, it's not a blog, it's kind of just a harbor for thoughts about a lot of this stuff. It really came out of this idea that you can boil down a lot of what people want and where they decide to give their attention into a matrix that I call the IPA matrix, which has nothing to do with beer. It has everything to do with identity, platforms and attention, and when you take those three circles and you put them into a Venn diagram, you get incentive structures and quite often hidden incentive structures. These exist for both the bottom up, so that's us doing things on the internet, and the top down, which are these massive conglomerates who build things on the internet.

A great example would be when we look at something like Barbenheimer, which was effectively just an offline manifestation of online attention. Part of the reason that movie did as well as it did is because it leaned into the idea that my identity, which is formed by my interests and the platforms where I socialize, where I'm getting my social capital, and the attention that I receive for participating in this culture then create an incentive structure for me to go out and participate in something in order to post.

My general theory on a lot of the tension now is that you give attention in order to receive attention, and through the democratization of a lot of the stuff that we do, we've made it much easier to receive attention by giving attention. I think that constant focus on receiving attention by giving attention leads to this kind of posting nexus.

I am very interested in this, just as you are, and our jobs touch on this a bit. You saw it with the technology of film. Charlie Chaplin used to be able to do three shows a night and hit three audiences, and the technology of film made it so that he could be in every cinema in North America, if not further. It seems like what we've had recently is the next advance of that, so now all those audiences within those audiences can entertain each other as well.

It's fundamentally inverted a lot of where we gather our attention from and how we disperse it, to the extent that I think it does terrify some people. I would love your thoughts on how this very unique moment we find ourselves in makes this such a fun topic to go into.

What's really fascinating is that what's underlying this entire structure is the idea that growth is the end state, that growth is the final destination, and if that is the final destination then there’s no real final point. If we think about that in terms of your own life, if you're listening to this, maybe you're a writer and your end point is a book, or you want to write a novel. If you're working within a large company, maybe your end point is CEO or vice president. There actually is an end point.

When we think about the way our lives are constructed, which are intrinsically more digital than they are physical at this point, there is no end point. The numbers on your follower count continue to go up and your value, you as a person, is intrinsically tied to making those numbers go up, which means you create labor for companies effectively for free, right? There's this idea that if you do it enough, some offline benefits will occur. If you're an influencer, maybe you'll get a free trip to Rome; if you’re a poet, maybe you'll get a book deal out of it. There’s this incentive to continue creating free labor for these conglomerates.

But if you're the conglomerate — and this is what I like to spend a lot of time on in Posting Nexus. It's not just why we do what we do, it’s how are we incentivized by companies that are then incentivized by their own ambitions. If you look at what they've started to realize, it’s that they've run out of space to grow, and by space I mean they've literally run out of people. They cannot reach any more people than they're going to reach. If the planet is the best example of finiteness, that's where they are, but they’re designed to incentivize growth, so what do they do?

If you're on Instagram, all of a sudden you're posting photos, but have you thought about posting a video on this new form of entertainment called Reels? If you’re on YouTube, it's Shorts, and if you are an Uber customer because you love taking cars somewhere, have you considered getting your food via Uber? It's finding different ways to capture more slices of pie within someone's attention based on the necessities of their life.

Getting into the mixture of business strategy and cognitive behavioral reasoning really starts to help us illustrate why we do what we do on the internet. What I want to do with Posting Nexus quite a bit, and maybe this is going to sound a little naive or a little childish, but I want to figure out a way for us to build a better internet that we understand.

If we know that we do this for Facebook, that might not stop us from posting because we like to connect with our friends. Or on Twitter, I like to post to get likes because I am also addicted to the dopamine rush from when we do those things. But if we intrinsically understand that what we're doing is operating within this growth state and we want to get to a steady state where actually just the right level of attention and just the right level of input is going to provide a much happier and a much more mentally healthy lifestyle, how do we get there by working on what we can do and what we can control versus what we can't do?

I want to dive into so much from there, just because you hit on something really interesting that got me thinking. There are basically 330 million Americans and there are 24 hours in a day, so that’s essentially 8 billion hours that you can have from America. That is the total addressable American time.

I think what you’re getting at is that we are brushing up on that; there’s a point at which growth really can maximize. Let’s say you’ve got 2 billion hours for sleep in the aggregate, and another 4 billion hours for work.

We are getting to the total addressable market of American time if we really think that growth is the only way to go about it. I would love for you to speak more to that element of it, because that was really interesting.

I think about this joke from a few years ago that you'll remember. The prompt for the joke is that at one point, Netflix's former CEO, Reed Hastings, said “Our only competition is sleep,” and then a few years later, the Pokémon company came out with Pokémon Sleep. All of a sudden it was like, well, Pokémon figured out how to beat sleep. The eight hours a day you actually don't have my attention, finally they figured out a way to get into it.

It almost feels matrix-y, right? It feels very dystopian.

The thing about growth is that we don't talk a lot about cost. A great example of this comes from this great economist, Herman Daly, who died in 2022. He pointed out that GDP is a