10 practices from Digital Libido: Sex, Power and Violence in the Network Society

Book by Alexander Bard and Jan Söderqvist

 1. The Shift to Attentionalism

This is the central argument of the book. The authors posit that we are moving from a capitalist society, where money is the primary form of power, to an "attentionalist" society. In the network society, the most valuable commodity is not capital but attention. Power is wielded by those who can capture and control the focus of the masses. This is the fundamental "practice" that drives all others online.

2. The Rise of the Netocracy

As a result of attentionalism, a new global elite emerges, which the authors call the "netocracy." This class doesn't derive its power from owning the means of production (like old capitalists) but from its mastery of information networks. They are the social media gurus, data scientists, and digital influencers who understand how to manipulate information and command attention.

3. Societal Infantilization

The network society encourages a state of perpetual immaturity, or "infantilization." The constant availability of distraction, instant gratification, and simplified information creates a dependent populace. This dynamic is compared to a baby's reliance on its mother, where the digital platforms provide constant, soothing, and distracting "feeds" that prevent the development of mature, autonomous individuals.

4. The Practice of Digital Sado-Masochism

Bard and Söderqvist argue that power dynamics online are intensely sexualized and manifest as a large-scale sado-masochistic relationship. The powerful "netocrats" (the sadists) control the narrative and the platforms, while the masses of users (the masochists) willingly submit to surveillance, data exploitation, and emotional manipulation in exchange for fleeting moments of attention (likes, shares, etc.).

5. Sedation of the "Underclass"

For those who cannot or will not participate in the race for attention, the network society offers endless distraction. The authors describe a new "underclass" that is not defined by economic poverty alone, but by its lack of influence. This group sedates itself with what the authors call "fast carbs and moronic entertainment"—passive, low-effort content designed to pacify and distract.

6. The Virtual World as the Real World

For the netocratic elite, the digital world is the primary reality. The physical world becomes secondary, a mere "playground" or space to enact the consequences of power gained online. Status, relationships, and power are primarily built and maintained in the virtual sphere, reversing the traditional hierarchy of the real over the digital.

7. The Performance of Participatory Culture

Users are given the illusion of agency through "participatory culture." We are encouraged to create, share, and engage. However, this practice primarily serves the system of attentionalism. Our creative output and interactions become the raw material that fuels the data-driven attention economy, and we perform this labor for free in exchange for recognition within the system.

8. The Paralysis of Democracy

In the attentionalist society, traditional democratic institutions become paralyzed. Political discourse degenerates into a spectacle of grabbing attention, leading to the rise of "authoritarian bullies" who are masters of this new game. Complex policy debates are replaced by simplistic, emotionally charged messaging that is better suited for the digital environment.

9. The Emergence of "Syntheism"

The collapse of old narratives (like religion and the nation-state) creates a spiritual vacuum. Bard and Söderqvist predict the rise of "Syntheism"—a practice where humanity uses technology to collectively create the gods and myths it needs. This is a move away from worshipping an external, transcendent god to a participatory creation of meaning within the network itself.

10. The Choice of Technological Structure

The authors frame the future as a choice between two types of technological and social structures, using the Freudian metaphor of the "phallus." Humanity can choose the "false phallus"—closed, centralized, and tyrannical systems that reinforce control (like a walled-garden internet). The alternative is the "authentic phallus"—open, decentralized, and creative systems that promote autonomy and 

genuine connection.