Abstract 

This study explores how youth (aged 15–19) navigate issues of autonomy and commodification within the social media attention economy. Based on semi-structured interviews with 15 participants in Jönköping, Sweden, the research investigates awareness of attention monetization, perceptions of autonomy, and self-reported cognitive and emotional impacts of social media engagement. Grounded in Media Ecology (McLuhan, 1964) and Attention Economics (Simon, 1971), thematic analysis identified key patterns in how youth understand the commodification of their attention and manage relationships with engagement-driven platforms. Participants showed varying levels of awareness of algorithmic influence, with “emotional feedback loops” emerging as a key theme. Emotional and psychological impacts were reported, particularly around mood regulation, social comparison, and identity development. Concerns about age-appropriate design and exposure to disturbing content were raised. Participants described strategies for managing their use and maintaining autonomy, though with mixed effectiveness. Positive aspects such as educational content and social connection were also noted. The study contributes to understanding youth digital experiences and informs education, design, and regulatory approaches that better support youth autonomy and well-being. 

Keywords: Attention economy, Social media, Youth, Digital rights, User autonomy, Commodification