Twitchell notes that public television has swarms of advertisements identified by the delicate euphemism "underwritingannouncements" and museum exhibits beat the logos of sponsoring corporations. "At the Smithsonian"2, Twitchell writes, "the Orkin Pest Control Company sponsored an exhibit on exactly what it advertises it kills: insects."
Twitchell is not scandalized by (shocked) these transactions, which is what they are. We give attention, we get things – from television programs to museum exhibits – not really "free," but cheaper that we otherwise would. "Given the choice between paying money and paying attention, we prefer to pay attention."
This is similar to other routine transactions. At McDonald's you go to the counter to order, carry your food to the table and clean up when finished, all in exchange for lower prices. You fill your own tank at the gas station for the same reason. And consuming ads is the "work" you do to lower the price of entertainment. Twitchell calls it that because it does not just entertain, it enculturates (enriches) you.
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