This culture runs on algorithms on a scale never before realised. Whether you get a job or a mortgage or insurance or healthcare, how you get from A to B, how huge fortunes are made or whom is driven into poverty, decisions on whom is sent to or released from prison, whom is voted for in manipulated elections—the reach of algorithms has captured so much of the major decisions of our lives, all in complete obscurity, inscrutable. So what are the implications of this? What sort of ‘decisions’ do machines make, to which we’ve come to regard as infallible and impartial, accurate and precise? Algorithms Rule Us All speaks to data scientists and programmers themselves to answer the question of what they think is unfolding with the so-called Big-Data society and how we’re continuing to hand over our lives and societies to the whim of machines that are driven by rapacious profit-driven companies, for the goal of commodification of everything. What are the implications for human autonomy, society, democracy?
Behind the Curve documents the resurgence of believers of a flat Earth, as made popular through YouTube videos. The film is a personal exploration of how people became exposed to flat Earth theories (the YouTube algorithm), and how those ideas were reinforced in an echo chamber of social media, rejecting empirical evidence, at a time of increasing countercultural distrust in authority figures and the epistemology of science. The narrative at the core of the film reveals how the screen bubble can envelop a person’s informational exposure, and change their relationships and perceptions in the real world, where confirmation bias is reinforced, making alternative views threatening, and individualism sacrosanct. Information that is contrary to a deeply held belief then becomes increasingly impossible to accept, especially if it has changed your life and circle of friends. So with empathy and a playful warmth, Behind the Curve becomes a warning light to the importance of honest discourse and critical analysis, falsifiability and dogma, but above all, to empathy and understanding of a person’s desire to create meaning and acceptance in a lonely, fragmented culture.
Filmed over 3 years, Complicit is an undercover investigation into the lives and conditions of workers that assemble iPhones, tablets, and other electronics in factories such as Foxconn in Shenzhen and Guangzhou, China. The film reveals the global economy’s factory floors, showing the conditions under which China’s youth have migrated by the millions in search of the espoused “better life” working for big corporations. But the reality is working long hours with toxic chemicals that cause many cumulative detrimental health conditions, including cancers. As such, a focal point of the story is Yi Yeting, who takes his fight against the global electronic industry from his hospital bed to the international stage. While battling his own work-induced leukemia, Yi Yeting teaches himself labour law in order to prepare a legal challenge against his former employers. As the struggle to defend the lives of millions of Chinese people from becoming terminally ill from work necessitates confrontation with some of the world’s largest corporations, including Apple and Samsung, Complicit turns to become a powerful portrait of courage and resistance against screens and rapacious corporate power in a toxic culture.
Tracing the Internet’s history as a publicly-funded government project in the 1960s, to its full-scale commercialisation today, Digital Disconnect shows how the Internet’s so-called “democratising potential” has been radically compromised by the logic of capitalism, and the unaccountable power of a handful of telecom and tech monopolies. Based on the acclaimed book by media scholar Robert McChesney, the film examines the ongoing attack on the concept of net neutrality by telecom monopolies such as Comcast and Verizon, explores how internet giants like Facebook and Google have amassed huge profits by surreptitiously collecting our personal data and selling it to advertisers, and shows how these monopolies have routinely colluded with the national security state to advance covert mass surveillance programs. We also see how the rise of social media as a leading information source is working to isolate people into ideological information bubbles and elevate propaganda at the expense of real journalism. But while most debates about the Internet focus on issues like the personal impact of Internet-addiction or the rampant data-mining practices of companies like Facebook, Digital Disconnect digs deeper to show how capitalism itself turns the Internet against democracy. The result is an indispensable resource for helping viewers make sense of a technological revolution that has radically transformed virtually aspect of human communication.
Within a single generation, digital media, the Internet and the World Wide Web have transformed virtually every aspect of modern culture, from the way we learn and work to the ways in which we socialise and even conduct war. But is technology moving faster than we can adapt to it? Is our constantly-wired-world causing us to lose as much as we’ve apparently gained? In Digital Nation, Douglas Rushkoff and Rachel Dretzin explore what it means to be human in a 21st-century digital world…
In the wake of the September 11th attacks, amongst the ravaging of war, the United States has been secretly deploying drones to carry out assassinations throughout the Middle East. The drones are increasingly piloted by the likes of young computer gamers groomed by screen culture and computer games of war, where in many cases, the Pentagon is directly involved in the creation of such games as recruitment tools, actively working to lure young people proficient with technology into the new era of the military-industrial-complex. Drone unravels this complex phenomenon while travelling to places such as Waziristan, where innocent civilians, including children and rescue workers are routinely secretly killed, where families and communities ravaged by the drone strikes search for understanding, accountability and adjustment to the daily horrors. The film also takes a look at the young people sitting behind the screens of the new war machines, half a world away, that actually pull the trigger, asking what kind of world is being built in the rise of seemingly endless and lucrative war driven by technological escalation.
Esc & Ctrl is an online series of short documentary films where journalist and filmmaker Jon Ronson explores some aspects of screen culture and the Internet. By exemplifying the concepts of control of information and the screen culture’s reactions to publishing, censorship, viral videos, media attention and manipulation; a small set of stories weave together to pose bigger questions around democracy and open communication in the age of the computers and a corporately mediated virtual world.
Facebook is an enormously powerful corporation, harnessing both the self-disclosed and gleaned personal data of over 2 billion people. Its user-base is larger than the population of any country. The company is all pervasive online, tracking and profiling users and non-users alike. Cracking the Code looks at the insides of this giant machine and how Facebook turns your thoughts and behaviours into profits—whether you like it or not. And it’s not just a one-way transaction either. Cracking the Code also explains how Facebook uses vast troves of web data to manipulate the way you think and feel, as well as act—all in the sole interests of Facebook, masquerading as “community.” What are the social implications of this—when one company basically controls the insights and experiences of the entire online world, with extremely personalised and targeted social and behavioural engineering on a scale never before seen?
At the time of making this film, the year 2000, computer games represented a $6 billion a year industry, and one out of every ten households in the United States owned a Sony Playstation—numbers that have no-doubt since skyrocketed. Back then, children played an average of ten hours per week—a stat also since to have increased today—and yet, despite capturing the attention of millions of these kids, video games remain one of the least scrutinized cultural industries. Game Over seeks to address this fastest growing segment of the media, through engaging questions of gender, race and violence. Game Over offers a much needed dialogue about the complex and controversial topic of video game violence, and is designed to encourage viewers to think critically about the games they play.
Social media networks purport the ability to interact with culture—talking directly to artists, celebrities, movies, brands, and even one another—in ways never before possible. But is this real empowerment? Or do marketing companies still hold the upper hand, as before? Generation Like explores how the perennial quest for identity and connection is usurped in the pervasive game of cat-and-mouse by vast corporate power in the extensive machine for consumerism that is now the online environment. The audience becomes the marketer; buzz is subtly controlled and manipulated by and from real-time behavioural insights; and the content generated is sold back to the audience in the name of participation. But does the audience even think they’re being used? Do they care? Or does the perceived chance to be the ‘next big star’ make it all worth it?
Generation Wealth is a visual history of the materialistic, image, and celebrity-obsessed culture, explored through the work of photographer and filmmaker Lauren Greenfield. Part historical essay, part autobiographical, Greenfield puts the pieces of her life’s work together to reveal the pathologies that have created the richest and most unequal society the world has ever seen. Spanning consumerism, beauty, gender, body commodification, aging, and sex, Generation Wealth unpacks the global boom-bust economy, the corrupt American Dream and the human costs of capitalism, narcissism and greed.
In 2002, quietly and behind closed doors, the Internet giant Google began to scan millions of books in an effort to create a privatised giant global library, containing every book in existence. Not only this, but they claimed they had an even greater purpose—to create a higher form of intelligence, something that HG Wells had predicted in his 1937 essay “World Brain”. Working with the world’s most prestigious libraries, Google was said to be reinventing the limits of copyright in the name of free access to anyone, anywhere. But what can possibly be wrong with this picture? As Google and the World Brain reveals, a whole lot…
High Tech, Low Life follows the journey of two Chinese bloggers who travel their country chronicling undner-reported news and social issues stories. Using laptops, mobile phones, and digital cameras, both develop skills for reporting while learning to navigate China’s continually evolving censorship regime and the risks of political persecution. The film follows 57-year-old ‘Tiger Temple,’ who earns the title of China’s first “citizen reporter” after he impulsively documents an unfolding murder; and 27-year-old ‘Zola’ who recognises the opportunity to be famous by reporting on sensitive news throughout China. From the perspective of vastly different generations, both personalities must reconcile an evolving sense of individualism, social responsibility and personal sacrifice. The juxtaposition of Zola’s coming-of-age journey from veggie-farmer to Internet celebrity; and Tiger Temple’s commitment to understanding China’s tumultuous past, both provide a portrait of China and of the wider questions facing news-reporting in the age of the Internet.
HyperNormalisation wades through the culmination of forces that have driven this culture into mass uncertainty, confusion, spectacle and simulation. Where events keep happening that seem crazy, inexplicable and out of control—from Donald Trump to Brexit, to the War in Syria, mass immigration, extreme disparity in wealth, and increasing bomb attacks in the West—this film shows a basis to not only why these chaotic events are happening, but also why we, as well as those in power, may not understand them. We have retreated into a simplified, and often completely fake version of the world. And because it is reflected all around us, ubiquitous, we accept it as normal. This epic narrative of how we got here spans over 40 years, with an extraordinary cast of characters—the Assad dynasty, Donald Trump, Henry Kissinger, Patti Smith, early performance artists in New York, President Putin, Japanese gangsters, suicide bombers, Colonel Gaddafi and the Internet. HyperNormalisation weaves these historical narratives back together to show how today’s fake and hollow world was created and is sustained. This shows that a new kind of resistance must be imagined and actioned, as well as an unprecedented reawakening in a time where it matters like never before.
Instafame is an exploration of a teenager’s relationship with the concepts of success and fame through the lens of the screen, exemplified by the popular photo-sharing website ‘Instagram.’ The short film speaks volumes about this specific aspect of screen culture in that the notions of celebrity are self-reinforced in the closed-loop of the ‘social networking’ environment which is itself a purpose-built, commercially-mediated experience. So what happens to the notions of identity, friendship, personality and so on; in this space, and in the wider culture?
For many years, there has been widespread speculation, but very little consensus, about the relationship between violent video games and violence in the real world. Joystick Warriors draws on the insights of media scholars, military analysts, combat veterans, and gamers themselves, to examine the latest research on the issue. By setting its sights on the wildly popular genre of first-person shooter games, Joystick Warriors exploring how the immersive experience these games offer link up with the larger stories this culture tells about violence, militarism, guns, and manhood. It also examines the gaming industry’s longstanding working relationship with the United States military and the arms industry, showing how the games themselves work to sanitise, glamorise, and normalise violence while cultivating regressive attitudes and ideas about masculinity and militarism.
In 2010, the death of a three-month-old baby in South Korea named Sarang (translated as Love) became an international news story—the parents had neglected her to play an online fantasy game. She died primarily of malnutrition. But instead of merely condemning the parents, Love Child takes a different approach by looking at some issues that led to the parents addiction and how their child became oblivious to them. The film then expands to view the way South Korea’s standing as a world leader in Internet technologies has adversely affected its society, speaking also globally, where the virtual world now trumps the real world for many millions of people, with extreme consequences.
Using the analogy of a Panopticon, this film looks at how technology and the convergence of vast data stores together are fuelling one of the most comprehensive attacks on privacy ever before seen. How is modern society being defined by such rapid changes? Where are we heading? By travelling to Germany to show how such attacks have been the basis for past dictatorships, Panopticon asks: Even if you have nothing to hide, do you have nothing to fear? What does privacy mean for you? When precisely does the surveillance state begin? What is your threshold? With a focus on the Netherlands, Panopticon offers a comprehensive analysis challenging the current herd-mentality and apathy about privacy in the modern world.
One generation from now, most people in the United States will have spent more time in the virtual world than in the natural world. New media technologies have changed lives in countless ways. Streams of information now appears in a click. Overseas friends are contactable in an instant. Engulfing video games and streams of endless entertainment to stimulate the senses, dazzle the mind and pander to the acculturated desire to be in control. Even grandma loves Wii. But what are people missing when they’re behind screens? How is it already impacting our children, our society, and the planet? At a time when people are at screens more than they are outside, Play Again explores the challenge in dealing with the addiction and returning to the real world…
Public Figure is a measured exploration of this culture’s obsession with social media, exemplified through the lives of several Instagram “influencers.” The film invites the viewer to question how much of what we see online is real or delusion, while slowly, the “influencers” themselves reveal the extent to which they’ve completely commodified their lives into enterprises, as giant advertising engines, while also touching on the personal impacts of screen culture addiction. These commentaries are contrasted by views from clinical psychologists and counsellors, whom also question the long term effects of social media culture. While some figures use their commodified lives to inspire, promote a cause, or market their business, all in all, each and every “influencer” is wittingly or unwittingly part of a multi-billion dollar advertising engine that spends more money on marketing than education in the United States. Instagram advertisers will spend $2.38 billion on “influencers” in 2019. Public Figure asks us to reflect on our personal social media use, while questioning how society perceives reality.
The average child in the United States spends 40+ hours per week consuming media—the equivalent of a full-time job. This means that by the time children born today turn 30, they will have spent an entire decade of their lives in front of a screen. Remote Control examines the implications of this unprecedented level of exposure by showing the media habits of two families and supplementing their personal insights with interviews from media experts and educators. Revealed is the centrality of media in our lives and far-reaching effects that we are only beginning to understand, as well as ways we might begin to help our children live a life instead of watching one.
How does the military train the solider of tomorrow? Video games. The most popular games are those that replicate the war events as seen on the news as close as possible. Such games now far outpace the biggest Hollywood blockbuster movies, popular music, and best-selling books, combined. What does this complete immersion in high-tech war mean for our political culture? As well as those directly affected by state violence? What does it mean when the technological sophistication of modern militarism become forms of mass entertainment? Returning Fire profiles three artists and activists that decided these questions needed to be answered. We see how Anne-Marie Schleiner, Wafaa Bilal, and Joseph Delappe moved dissent from the streets to the screens, infiltrating war games in an attempt to break their hypnotic spell. The results ask all of us—gamers and non-gamers alike—to think critically about what it means when drones and remote warfare become computer games and visa versa. Can we reflect on our capacity to empathise with people directly affected by the trauma of real war?
There are billions of people increasingly glued to ‘smartphones’ and consumed by the seemingly endless spectacle of ‘social media.’ But why? Reporter Hilary Andersson seeks to answer this question by tracking down insiders who reveal how social-media companies have deliberately developed habit-forming technology to get people addicted. Former Facebook manager, Sandy Parakilas, tells us the “goal is to addict you and then sell your time.” Likewise, Leah Pearlman, the co-creator of the renowned ‘Like’ button, warns of the dangers of social-media addiction. Through these voices, and many others, Andersson shows how behavioural science is profoundly used by tech companies to keep people endlessly checking their phones, to the end of huge profits.
We live in a world of screens. The average adult spends the majority of their waking hours in front of some sort of screen or device. We’re enthralled, we’re addicted to these machines. How did we get here? Who benefits? What are the cumulative impacts on people, society and the environment? What may come next if this culture is left unchecked, to its end trajectory, and is that what we want? Stare Into The Lights My Pretties investigates these questions with an urge to return to the real physical world, to form a critical view of technological escalation driven rapacious and pervasive corporate interest. Covering themes of addiction, privacy, surveillance, information manipulation, behaviour modification and social control, the film lays the foundations as to why we may feel like we’re sleeprunning into some dystopian nightmare with the machines at the helm. Because we are, if we don’t seriously avert our eyes to stop this culture from destroying what is left of the real world.
By planting a variety of fake celebrity-related stories in the UK media and having tabloid newspapers accept them without corroboration or evidence, Starsuckers navigates through the shams and deceit involved in creating a pernicious celebrity culture, uncovering the real reasons behind the addiction to fame and the corporations and individuals who profit from it.
Steve Jobs: The Man in the Machine is not just another celebratory biographical film about the life of a business man that many around the world grieved in 2011. It’s a full rounded critical examination into the fundamentals of a person revered as an iconoclast, a barbed-tongued tyrant, a business sociopath. The real Steve Jobs is revealed like this through candid interviews from those who had close relationships with him at different stages of his life, including the mother of his child, Lisa, that Jobs refused he had, but named a computer after instead. The film also takes us through the evocative essence of the brand of Apple Computers which has captured the population like zombies, and asks the question: What is the legacy of this industry, and the truth of this kind of person that the culture celebrates so much, completely ignoring the darkness?
Stupidity sets out to determine whether our culture is hooked on deliberate ignorance as a strategy for success. From Adam Sandler to George W. Bush, from the IQ test to TV programming, to the origins of the word “moron,” this film examines the celebration of dumbing-down in contemporary culture. Featuring opinions and comments from TV personalities to scholars, researchers, and the general public, Stupidity reveals that despite this culture’s extensive access to information and education, it continues to choose and celebrate stupidity and ignorance.
Admit it—you don’t really read the endless pages of terms and conditions connected to every website you visit or phone call that you make do you? Of course not. But every day billion-dollar corporations are learning more about your interests, your friends and family, your finances, and your secrets—precisely because of this; and are not only selling the information to the highest bidder, but freely sharing it with the government. And you agreed to all of it. With plenty of recent real-world examples, Terms And Conditions May Apply covers just a little of what governments and corporations are legally taking from Internet users every day—turning the future of both privacy and civil liberties into serious question. From whistleblowers and investigative journalists to zombie fan clubs and Egyptian dissidents, this film demonstrates how all of us online have incrementally opted-in to a real-time surveillance state, click by click.
How do online giants such as Facebook and Google deal with problematic content posted to their platforms every minute? They outsource the act of “digital cleaning” to teams of people paid a pittance in countries such as the Philippines, to act as content moderators. It’s these hidden low-paid workers, in giant click farms, that spend long shifts removing posts and deleting accounts. So how do their decisions influence what the billions of people using social media all around the world see and think? What are the policies they are told to enforce? Are the cleaners part of the online world of clever hoaxes and fake news, or are they on the frontline of social media spectacle and furor?
Through exploring deep questions about the way mainstream media is organised and perpetuated in concert with technological development, media expert George Gerbner delivers a solid indictment of the way the so-called “information superhighway” is now being constructed. Following on from his solid work looking at the impacts of television on society, Gerbner turns to examining emerging technologies like V-chip and the way they interface with globalisation. This film urges the viewer to struggle for democratic principles in this emerging technoculture.
The Facebook Dilemma aims to open an in-depth investigation into the impact Facebook has had on privacy and democracy in the United States and throughout the world, by revealing how the decisions made by the company as it sought increased wealth and new users, transformed it into a vast surveillance machine, a media company, and a ‘hidden hand’ in elections and political discourse. Drawing on original interviews from those inside the company, this two part series catalogues some of the ignored warning signs, both inside and outside the company, of Facebook’s negative impact, growing from Zuckerberg’s dorm-room project and into a powerful global empire.
Neuroscientist Professor Susan Greenfield says today’s developing brain is being worryingly reshaped by excessive visual stimulation — the effect of a culture driven by screens. Biotechnology, nanotechnology, even the internet are all impacting on our brains and could be heralding future generations with different abilities, agendas and even ways of thinking. Her prediction is that we might be standing on the brink of a cataclysmic mind-makeover never before seen…
The Great Hack is an inside account of the company Cambridge Analytica, which used vast amounts of personal data scraped from portals such as Facebook to manipulate elections throughout India, Kenya, Malta, Mexico, the United Kingdom and United States over the past decade. The company, owned by SCL Group—a British firm that has a background in military disinformation campaigns and psychological warfare—came to public attention after the Brexit campaign in the UK, and soon after, the election of Donald Trump in the United States, both closely worked on by Cambridge Analytica and its billionaire backer, Robert Mercer. This resulted in inquires and investigations into both Facebook and Cambridge Analytica, but the company liquidated, along with its internal documents. Two former employees instead step forward to offer an inside account into the dark world of data mining and personalised propagandising, having some regret for what they have done. The film tracks these characters, as Cambridge Analytica lives on as Emerdata Limited, in the same London office. The Great Hack exemplifies big questions about democracy in the age of targeted information manipulation via the screen, and just how much power over our awareness has been ceded to giant corporations.
The Hacker Wars explores the strange duality of the modern-day computer-hacker as a mischievous provocateur, but also in some cases, societal activists with underlying political fervour, serious or not. The film explores this by profiling some of the renowned characters that have tickled the secretive inner workings of corporations and government agencies for various reasons—ranging from the nefarious and narcissistic, to the political and scandalous. Some do it for the lulz, others do it to prove a point, and others still do it to speak truth to corrupt power. In any event, many have faced severe punishments as a result. Weaving through this, The Hacker Wars touches on issues of whistleblowing, social justice and power relations, in a time where computer technologies represent extreme power and control. But for whom? And what? This poses the question in deciphering the personalities of the hackers themselves. Are they troublemakers driven solely by a need to instigate havoc and chaos? Or are they in part activists with good intentions?
The Illusionists examines how global advertising firms, mass media, and the beauty, fashion, and cosmetic-surgery industries have together colonised the way people all around the world define beauty and see themselves. Taking us from Harvard to the halls of the Louvre, from a cosmetic surgeon’s office in Beirut to the heart of Tokyo’s Electric Town, The Illusionists shows how these industries saturate our lives with narrow, Westernised, consumer-driven images of so-called beauty that show little to no respect for biological realities or cultural differences. Featuring voices from prominent sociologists, magazine editors, scientists, artists, and activists, The Illusionists documents a truly global phenomenon, with hegemonic results.
We live in an absolutely saturated media environment of images that span ‘real’ and fake—whether it’s newspaper and tabloid photos, journalism itself, art and culture, or the human body. Images claim to be hardly distinguishable from the originals, while the virtual world is increasingly becoming ‘seamless’ in the real world. Kids today see a Clown Fish but instead impose their imagery of Finding Nemo. People interact with machines more than they do living beings. The narratives imposed by this technological and media culture are fast seeking to entirely replace the real world with a simulation of it. So what does that mean for the truth? The Industry of Fake explores the shifting boundaries and inequality in journalism and in art, as well as providing a basis to question this culture’s fascination with simulacra—a process of mimicry mediated by images that represents the real thing, but is not the real thing. What does it mean if we value our projections or stories about the thing as opposed to the thing in-and-of itself? What does this mean in the real world if we come to value our simulations or representations as more authentic things as opposed to copies or toxic mimics?
By addressing the question of violence and the media from a number of different angles, The Killing Screens presents a comprehensive view on how to think about the effects of the media environment in new and complex ways. In contrast to the relatively simplistic behaviourist model, that “media violence causes real-world violence,” renowned media scholar and researcher George Gerbner shows us how to think about the psychological, political, social, and developmental impacts of growing up and living within a cultural environment of pervasive violent imagery and narratives. What are some of the impacts of this culture and what can be done about it?
Based on the comprehensive work of media scholar George Gerbner, The Mean World Syndrome takes aim at the for-profit media system that thrives on violence, stereotypes, and the cultivation of anxiety. The film takes us through how the more television people watch, the more likely they are to tend to think of the world as an intimidating and unforgiving place, while being insecure and afraid of others. We see how these media-induced fears and anxieties provide fertile ground for intolerance, extremism, and a paranoid style of politics that threatens basic social values. The result is an accessible introduction to debates about media violence and more broadly, the effects of the media system. This film is a powerful tool for helping to make sense of the increasingly intense and fractious political climate of today.
The Net explores the back-story of Ted Kaczynski (the infamous ‘Unabomber’) as a prism to the often unexamined side of the history of the Internet. The film combines travelogue and investigative journalism to trace contrasting counter-cultural responses to the so-called ‘cybernetic’ revolution of the 1970s. For some whom resist the pervasive systems of digital technology, the Unabomber can come to symbolise an ultimate figure of refusal. But for those that embrace the technologies, as did and do the champions of so-called ‘media art’, such as Marshall McLuhan, Nam June Paik and Stewart Brand, the promises of worldwide networking and instantaneous communication outweigh any and all of the concerns. The Net links these multiple nodes of cultural and political history, analogous to the Internet itself. Circling through themes of utopianism, anarchism, terrorism, the CIA, LSD, MKULTRA, Timothy Leary, Ken Kesey and the Merry Pranksters, The Net exposes the conspiracies and upheavals, secrets and cover-ups as part of the forgotten subversive history of the Internet.
This short video explores how the online world has overwhelmingly become the popular outlet for public rage by briefly illustrating some of the many stories of everyday people which have suddenly become public enemy number one under the most misunderstood of circumstances and trivial narratives. With the web acting like a giant echo-chamber, amplifying false stories and feeding on the pent-up aggression of the audience watching the spectacle, The Outrage Machine shows how these systems froth the mob mentality into a hideous mess, as a good example of where the spectacle goes and how its intensity has to keep ratcheting up in order maintain the audience attention, in a culture of dwindling attention spans, distraction and triviality.