The Attention Economy
Diqqat iqtisodiyoti
Sarlavha va pastdagi so‘zlarga qarang. Matn nima haqida bo‘lishi mumkin? Bir daqiqa o‘ylab ko‘ring — bu miyani o‘qishga tayyorlaydi.
Raqamli platformalar diqqatimizni qanday tovarga aylantirgani va buning oqibatlari.
Kalit so‘zlar
Bu so‘zlar matnda uchraydi va matnda ajratib ko‘rsatiladi. Bosing — talaffuzini eshitasiz.
⏱ O‘qish boshlanganda vaqt o‘lchanadi — oxirida tezligingizni ko‘rasiz.
👆 Istalgan so‘zni bosing — tarjimasi yoki lug‘atga havola chiqadi.
In 1971, the economist Herbert Simon observed that “a wealth of information creates a poverty of attention.” Half a century later, his remark reads like a prophecy. In an environment saturated with content, the scarce resource is no longer information but the human capacity to attend to it.
1971-yilda iqtisodchi Gerbert Saymon “axborot boyligi diqqat qashshoqligini yaratadi” deb ta’kidlagan edi. Yarim asr o‘tib, uning bu fikri bashoratdek o‘qiladi. Kontent bilan to‘yingan muhitda tanqis resurs endi axborot emas, balki insonning unga e’tibor qaratish qobiliyatidir.
Many of the most profitable companies in history have built their business models around capturing that capacity. Their services are nominally free; the product being sold is, in effect, the user’s attention, packaged and auctioned to advertisers. Consequently, these platforms are engineered to maximise engagement, deploying techniques such as infinite scrolling, variable rewards and personalised recommendations that exploit well-documented features of human psychology.
Tarixdagi eng daromadli kompaniyalarning ko‘pi o‘z biznes modelini aynan shu qobiliyatni egallash atrofida qurgan. Ularning xizmatlari nomigagina bepul; sotilayotgan mahsulot aslida foydalanuvchining diqqati bo‘lib, u qadoqlanib reklama beruvchilarga auksionda sotiladi. Shu sababli bu platformalar faollikni maksimal darajaga chiqarish uchun loyihalangan: cheksiz varaqlash, o‘zgaruvchan mukofotlar va shaxsiylashtirilgan tavsiyalar kabi inson psixologiyasining yaxshi o‘rganilgan xususiyatlaridan foydalanadigan usullar qo‘llaniladi.
The consequences extend beyond wasted hours. Because outrage and novelty reliably capture attention, algorithms optimised for engagement tend to amplify sensational and divisive material. Critics argue that this has degraded public discourse, fragmenting shared reality into competing information bubbles.
Oqibatlar behuda o‘tgan soatlardan ham kengroq. G‘azab va yangilik diqqatni ishonchli tortgani uchun faollikka moslashtirilgan algoritmlar shov-shuvli va bo‘luvchi materiallarni kuchaytirishga moyil. Tanqidchilarning ta’kidlashicha, bu jamoatchilik muhokamasini yomonlashtirib, umumiy voqelikni bir-biri bilan raqobatlashadigan axborot pufaklariga bo‘lib yuborgan.
Defenders counter that users are not passive victims; they choose what to consume, and the same tools connect people and democratise publishing. Both views contain truth. Yet the asymmetry is striking: on one side, an individual with finite willpower; on the other, teams of engineers running continuous experiments to keep that individual scrolling. Reclaiming attention may therefore require not only personal discipline but also regulation of design practices.
Himoyachilar foydalanuvchilar passiv qurbon emas, ular nima iste’mol qilishni o‘zlari tanlaydi va xuddi shu vositalar odamlarni bog‘laydi hamda nashr qilishni demokratlashtiradi, deb e’tiroz bildiradi. Ikkala qarashda ham haqiqat bor. Biroq nomutanosiblik hayratlanarli: bir tomonda cheklangan iroda kuchiga ega shaxs; boshqa tomonda esa o‘sha shaxsni varaqlashda davom ettirish uchun uzluksiz tajribalar o‘tkazayotgan muhandislar jamoalari. Shuning uchun diqqatni qaytarib olish nafaqat shaxsiy intizomni, balki dizayn amaliyotlarini tartibga solishni ham talab qilishi mumkin.
The cognitive costs are only beginning to be understood. Frequent interruptions appear to fragment concentration in ways that persist even when the device is out of sight; in one widely discussed experiment, participants performed worse on memory tests simply because their phones were on the desk in front of them, switched off. The mere availability of distraction, it seems, consumes mental resources.
Bilishga oid xarajatlar endigina tushunila boshlandi. Tez-tez chalg‘ish diqqatni qurilma ko‘zdan yiroq bo‘lganda ham saqlanib qoladigan tarzda parchalaydiganga o‘xshaydi; keng muhokama qilingan bir tajribada ishtirokchilar shunchaki telefonlari o‘chirilgan holda oldilaridagi stolda turgani uchun xotira testlarida yomonroq natija ko‘rsatgan. Aftidan, chalg‘ituvchi narsaning shunchaki mavjudligi ham aqliy resurslarni sarflaydi.
Some technologists who helped build these systems have become their most vocal critics, advocating “humane design”: interfaces that respect users’ time, such as feeds with natural stopping points, notifications grouped into daily summaries, and default settings that favour well-being over engagement. Whether such principles can survive in a market that rewards attention capture remains an open question.
Bu tizimlarni yaratishda ishtirok etgan ba’zi texnologlar ularning eng ashaddiy tanqidchilariga aylanib, “insonparvar dizayn”ni targ‘ib qilmoqda: tabiiy to‘xtash nuqtalari bo‘lgan lentalar, kunlik xulosalarga jamlangan bildirishnomalar va faollikdan ko‘ra farovonlikni ustun qo‘yadigan standart sozlamalar kabi foydalanuvchilar vaqtini hurmat qiladigan interfeyslar. Bunday tamoyillar diqqatni egallashni mukofotlaydigan bozorda yashab qola oladimi — bu ochiq savol bo‘lib qolmoqda.
Tushundingizmi?
Javob topa olmasangiz, «O‘qish» bosqichiga qaytib, matnga qarang — bu ham mashq.
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Asosiy g‘oya
1 What is the writer’s central claim?
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2 According to the essay, what is actually being sold by “free” platforms?
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3 Why do engagement-driven algorithms amplify divisive material?
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4 What does the writer mean by “the asymmetry is striking”?
True / False / Not Given
True — matnda aynan shunday deyilgan. False — matn aksini aytadi. Not Given — matnda bu haqda ma’lumot yo‘q.
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1 The writer believes personal discipline alone is sufficient.
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2 Herbert Simon worked for a technology company.
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3 Humane design has been made compulsory in Europe.
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4 The writer accepts that defenders’ arguments contain some truth.
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5 In one experiment, a switched-off phone on the desk reduced memory performance.
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6 All technologists who built these systems still defend them.
So‘zni ma’nosi bilan juftlang
Chapdan so‘zni, o‘ngdan uning ma’nosini tanlang. Hammasi juftlansa, natija chiqadi.
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