A lot of people think our nation is “more divided than ever” right now.
I don’t see it that way.
I think our nation is distracted.
And this distraction stems from what I call the S.A.D. Cycle of Media.
Here’s what it means and how it impacts you.
The Business Model of Media: Attention Over Accuracy
Contrary to what you might believe, the primary role of media isn’t to be accurate.
It’s to sell attention.
Media companies thrive on attention because their revenue comes from advertisers, who pay for eyeballs on their ads.
This creates an insidious business model that optimizes for garnering attention at the expense of accuracy.
The Currency of Media: Sensationalism
Why does the media sensationalize the crap out of everything?
Consider how attention is earned.
People are not drawn to the mundane, ho-hum of everyday life.
They are drawn to things that are unusual and break the mold.
Media companies capitalize on this natural inclination by focusing on sensational stories that evoke strong emotions—particularly fear and anger.
These emotions are powerful attention magnets that drive more views and, consequently, more advertising dollars (i.e. revenue).
And this very cycle is what I refer to as the S.A.D. Cycle: Sensationalism, Attention, Dollars.
The more sensational the content, the more attention it garners, leading to more dollars.
The end result: media companies are rewarded for being sensational.
The Truth? We Are a Unified Majority
What you see is not what you get.
The truth is, most Americans don’t live in the extremes depicted by the media.
Imagine a bell curve.
The majority of us fall in the middle—we are reasonable, rational, and logical.
Daily life for most Americans is far from the chaotic scenes often highlighted in news reports.
The media tends to report on the top 1% of the most extreme events on either end of the political spectrum, not because they are inherently evil, but because that’s what their business model demands.
Extreme stories do happen, but they do not represent the majority.
Most Americans find themselves thinking, “This is crazy. Why is this happening?”
The reality is that America is not as divided as it might seem.
So What Can We Do?
If you’re a concerned citizen, let’s shake hands because so am I!
And we have a role to play in combating the S.A.D. Cycle of Media.
1. Focus on the Facts
When consuming news, prioritize the facts over opinions.
Headlines and stories can be slanted, so dig deeper to uncover the true facts of the situation.
2. Control Your Attention
Being focused means controlling your attention.
Avoid getting sucked into mindless scrolling and rabbit holes of sensational content.
Keep your attention where it matters.
3. Reject the Extremes
Don’t buy into the narrative that we live in a nation of extremes where everyone hates each other.
This isn’t the truth for the majority.
4. Be Kind
Kindness is free, so give it out generously.
Participating in rage and controversy only fuels division.
A little kindness goes a long way.
5. Pray for Our Nation
Pray for our country, its leaders, and the media.
While we might wish for a media model that rewards accuracy over attention, our prayers can support the shift toward a more unified nation.
Above all, don’t let the media convince you that we are a divided country.
Recognize the S.A.D. Cycle for what it is and focus on facts, control your attention, and be kind.
We are more united than the media portrays us to be. God bless America, and God bless you.
