Attention fracking is a term used to describe the business model behind many digital platforms, in which users’ attention is treated as a resource to be extracted, monetized and sold. Borrowing from the environmental practice of hydraulic fracturing (“fracking”), the concept argues that technology companies use algorithms, autoplay, infinite scroll, personalized recommendations and other engagement tools to keep users online longer, maximizing advertising revenue. Some experts argue that these platform designs — not smartphones or social media themselves — may be a more useful target for understanding the youth mental health crisis.
Attention fracking is best understood as a framing concept rather than an established scientific diagnosis. It is not a clinical term, nor does it represent a proven causal mechanism linking social media to anxiety or depression. Instead, it offers a way to shift reporting from individual behavior (“kids spend too much time on their phones”) to the structural incentives that shape digital environments. When using the term, explain that it reflects a viewpoint, and distinguish it from empirical evidence. The concept can help reporters ask broader questions about platform design, corporate accountability, regulation and how commercial incentives influence children’s online experiences.