Time well spent”: the ideology of temporal disconnection as a means for digital wellbeing

After facing an intense negative reaction to their accumulation of social, political, and economic power and influence, several tech and social media companies rolled out “digital wellbeing” tools during the second half of 2018. This article examines the technological and discursive construction of “digital wellbeing” as enacted through operating system-based tools (Screen Time and Do Not Disturb— iOS, Digital Wellbeing—Android, My Analytics—Microsoft), and social media platforms application functions (Your Time—Facebook, Time Watched—YouTube, Your Activity—Instagram). While the companies’ discourse deploys an imaginary centered around ethics and a normative experience accentuating the willfulness and empowerment of the user, the socio-material analysis of the interfaces and features shows that they envisage simple, familiar, and limited possibilities of disconnecting. Therefore, agency is limited, and the wellbeing outcomes are indeterminate, restricted to quantifying time or controlling the intentionality of connectivity