Our collective attention should be viewed as a shared public resource. In a crowded digital sphere, entities compete for it with increasingly extreme tactics. This creates a 'tragedy of the commons' where the entire information environment becomes degraded, irritable, and less productive.

Unlike historical propaganda which used centralized broadcasts, today's narrative control is decentralized and subtle. It operates through billions of micro-decisions and algorithmic nudges that shape individual perceptions daily, achieving macro-level control without any overt displays of power.

Both tech and media are fundamentally about disseminating information. The internet gave tech platforms superior distribution, disrupting media's business model and its role as the primary shaper of public narrative. This created a power struggle over who controls what society sees and thinks.

The erosion of trusted, centralized news sources by social media creates an information vacuum. This forces people into a state of 'conspiracy brain,' where they either distrust all information or create flawed connections between unverified data points.

The primary challenge for journalism today isn't its own decline, but the audience's evolution. People now consume media from many sources, often knowingly biased ones, piecing together their own version of reality. They've shifted from being passive information recipients to active curators of their own truth.

Conspiracy theories gain mainstream traction because social media platforms have a profit incentive to algorithmically elevate novel, engaging content. This amplification normalizes fringe ideas, making them seem self-evident and eroding institutional trust.

Higgins criticizes the common approach of trying to solve misinformation by simply removing it. This "supply-side" fix is ineffective because the root cause is a "demand-side" issue: a public that distrusts institutions and actively seeks alternative narratives in online spaces.

Beyond generating fake content, AI exacerbates public skepticism towards all information, even from established sources. This erodes the common factual basis on which society operates, making it harder for democracies to function as people can't even agree on the basic building blocks of information.

The rise of peer-to-peer communication and transparency is dissolving the credibility of centralized institutions (governments, media). These institutions can no longer maintain a facade of perfection as their flaws are constantly exposed, leading to a crisis of authority in society.