Chris Hayes, host of MSNBC’s All In, has spent years dissecting how attention has become the most valuable resource in modern life. His recent conversation reveals a stark reality: in 2025, war, politics, and even journalism are increasingly shaped by the relentless demands of the attention economy. The question isn’t whether events matter —but how they perform as content.
The Performance of Imperialism
The U.S. and Israel’s recent escalation with Iran exemplifies this dynamic. Military actions are not just strategic decisions but also carefully curated spectacles, designed for maximum visibility. Trump’s administration, in particular, has mastered the art of “performing imperialism as content,” staging aggressive acts like strikes on civilian vessels and then broadcasting them as dramatic, almost cinematic events.
This isn’t new; Hayes points to historical precedents, like the sensationalized reporting of the Spanish-American War by Hearst papers. The difference today is scale and speed. Imperial ambition is now wrapped in “vertical video doomscrolls,” a relentless, algorithmic feed that monetizes conflict in real time.
The key is not avoiding the story—the U.S. is at war with Iran—but resisting the urge to amplify the spectacle without context. “War porn,” as Hayes calls it, reinforces the very dynamics that drive attention-seeking aggression.
The Journalist’s Dilemma
Hayes acknowledges his own complicity as an “attention merchant.” He hosts a TV show, publishes a podcast, and even participates in the vertical video frenzy. The challenge isn’t abstaining from the system but navigating it ethically. His approach: ensure that attention is earned through substance, not manipulation.
He cites an example where Trump’s aggressive moves in Minnesota—including fatal shootings and kidnappings—backfired, turning attention against him. This illustrates a critical point: the algorithm doesn’t always reward sensationalism. Sometimes, overreach can be self-defeating.
The Commodity of Attention
Hayes’ book, The Sirens’ Call, argues that attention has been commodified like labor during the Industrial Revolution. The process began with commercial billboards and penny presses, where audiences were measured and sold to advertisers. Today, tech giants have access to billions of users and microsecond-level data auctions, turning eyeballs into a hyper-efficient market.
The commodification of attention is now inescapable. Even journalists must participate, shooting vertical videos and competing not just with other news outlets but with every piece of content ever created. Opting out means losing reach.
The Future of Attention
The central tension remains: how to deliver news without being consumed by the attention economy. Hayes suggests focusing on substance, refusing to let politicians dictate the narrative, and acknowledging that participation—even critical participation—is now unavoidable. The question isn’t whether we can escape the system but whether we can shape it to serve something beyond endless engagement.
The reality is that the fight for attention is a permanent condition of modern life, and the stakes are higher than ever. The challenge is not to ignore the game, but to play it with awareness, integrity, and a clear understanding of the forces at work.
