10/17/2017 1 Comment InstagramificationI sat across the table from my date; an otherworldly tall blonde in his late 20's with patchy facial hair and bold blue eyes. He leaned conspiratorially across the table, his face close, bloodshot eyes unwavering. His hand twitched, fingers picking at the coaster beneath his IPA. He had just posted a photo of his beer with condensation dripping down the glass. I understood immediately he needed a fix.
He scanned the room quickly, eyes widening, and said, "do you know where I can score some wifi?" I raised a skeptical eyebrow. Who, today, doesn’t at least have a few GBs of data handy? His face flushed and sweat speckled his hairline, “I just need to check my 'gram so bad." Who hasn’t been in that situation? As a millennial, where the holy trifecta of Instagram, Facebook, and Twitter are the most used apps among us, haven’t we all experienced a craving for that rush of a like? Posting a picture, sending a tweet, or commenting on a post and then waiting for the reassurance of the coveted LIKE. Social apps, the cocaine of digital media. Perhaps that seems extreme to compare harmless technology with a highly addictive illicit substance, but, the brain response to social apps is similar to the developed psychological dependence experienced by cocaine users. In a society where everyone is connected via smartphone apps and social media, an understanding of how these tools affects the brain is paramount in addressing dependence symptoms and advocating responsible usage. Studies by the University of Pittsburgh have shown that something as simple as a like on Instagram or a retweet on twitter causes a trigger to the mesolimbic pathway of the brain (the reward centre), much like a snort of cocaine. The brain is flooded by feel good hormones called serotonin and dopamine pressuring us to repeat behaviour (Young, K. 2009). Similarly, with cocaine addictions there is no physical dependence associated with it. Social media addictions are entirely psychological in nature. Withdrawals can include cravings, depression, and extreme anxiety. Our bodies obviously do not need apps to sustain life, however our brain chemistry changes to depend on them to feel good. The mesolimbic reward system in our brains is designed to respond to pleasurable stimuli ensuring we repeat activities that make us feel good. Being social and building connections helped our ancestors survive. From everything from getting a job (it’s who you know not what you know), to building a family, or even renting an apartment, it is essential to make personal connections. Our brain evolved to make social interactions something that most of us find pleasurable, and necessary to our survival. In positive social situations the brain provides an instance surge of dopamine and serotonin rewarding positive interactions, especially if it boosts self esteem. When we perceive ourselves as popular, the brain incentivizes us to repeat the behavior that led us to that feeling (Greenfield, D. 2007). Companies designing apps use the link between neurotransmitters and social interactions to optimize positive incentives, such as a like or heart, creating a perception of popularity (Vogel et al. 2014). 104 retweets on the sassy tweet you sent about Kim K’s new hair style? “Wow,” your dopamine drunk self thinks, “I am witty as fuck. Say something else amazing.” The more likes or retweets we get, the more serotonin and dopamine released, and the more we want to use the app again. This basic understanding of how brain chemistry and motivating behaviors work, allows social media creators to bank on the subconscious needs of users, and recreate pathways in the reward center to lead to their app. Post a cute picture or a witty comment and receive affirmation that you are as great as you think you are. However, what happens when that virtual confirmation is withheld? Have you ever deleted a post because it didn’t receive as many likes as you had hoped? Did that delete your self worth, even if only for a few minutes? The downside to social media apps being the main means to neuro-rewards is a depletion of those great feeling chemicals when the action does not provide the same results. It again mirrors the cycle of addiction; the addict requires greater and more frequent quantities of encouragement to achieve the same high. So, what’s the solution? Should everyone with a smartphone go cold turkey on their thousands (more likely hundreds) of followers? The long term effects of dependence on social media apps includes depletion of self esteem, social withdrawal, and being an overall nuisance to friends, family and coworkers with incessant postings and comments. Withdrawal will vary by the severity of use, but it’s probably fair to say that we could all use a break every now and again from the addiction that is ultimately to ourselves. Written by Sydney LaMarsh Interested in Technology? Check out our articles on 1960's techno-prophet Marshall McLuhan here. References: Greenfield, D. (2007). The Addictive Properties of Internet Usage. Internet Addiction: A Handbook and Guide to Evaluation and Treatment. 1(8):135-153 Vogel, E. A., Rose, J. P., Roberts, L. R., & Eckles, K. (2014). Social comparison, social media, and self-esteem. Psychology Of Popular Media Culture, 3(4), 206-222. Young, K. (2009). Internet Addiction: The Emergence of a New Clinical Disorder. CyberPsychology & Behavior. University of Pittsburgh. 1(3): 237-244.
1 Comment
8/8/2022 08:15:59 am
ks for sharing the article, and more importantly, your personal experience mindfully using our emotions as data about our inner state and knowing when it’s better to de-escalate by taking a time out are great tools. Appreciate ydcsou reading and sharing your story since I can certainly relate and I think others can to
Reply
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |
Proudly powered by Weebly