In a special Halloween episode of The Simpsons that aired in October 1995, a freak lightning storm brings all of Springfield's giant advertising statues to life. The advertising monsters begin to destroy the town when Lisa, an advertising executive, and Paul Anka come up with a jingle urging everyone to stop paying attention to the monsters. Here's the chorus:
Just don't look. Just don't look.
Just don't look. Just don't look.
Just don't look. Just don't look.
The townspeople comply and with no one paying attention, the advertising monsters collapse and die, saving the town.
The "just don't look" strategy works for more than advertising...it's effective in any situation where someone or something runs on attention. On the web attention comes in the form of links and pageviews so "just don't look" translates roughly into "just don't link or read". If you don't like who's on the cover of Wired, just don't look. If no one talks about her, she'll go away. Think media gossip sites are ruining the web? Don't read them. Leggy blonde conservative got your knickers in a knot? Just don't look. Commenters ruining the internet? Moderate your comments or close them up. If some Web 2.0 blowhard says something stupid, just don't look. Hate blonde socialites? Just. Don't. Look.
