For the better part of two decades, social media has been a constant. While, in theory, the notion that anyone can connect with people all over the world seemed like a good idea, in reality, people have become imprisoned in a complex web of psychological tactics designed to keep them scrolling, clicking, and engaging for as long as possible. The tactics employed by these seemingly benign social media platforms are rooted in behavioral psychology and neuroscience, designed to exploit human vulnerabilities and maximize time spent on various platforms. Below are two of the most pervasive psychological tactics explored in therapy practice.
The Dopamine Feedback Loop
One of the most well-known tactics used by social media developers is manipulation; that is correct, I said manipulation of our brain’s reward system by triggering dopamine. Dopamine is a neurotransmitter that is associated with pleasure and reward. Thus, when it is released into our brain, we feel “good.” This chemical is released when we receive a “like,” or when someone “posts” a comment, or even when we “read” an article that supports our belief systems. Therefore, the reason social media can feel so addictive is that our brain starts to crave the “next hit of validation,” and over time, this can lead to spending hours upon hours looking for the “next hit.” Therapy professionals recognize that we can become imprisoned by this dopamine feedback loop.
Algorithmic Personalization
Another tactic used by social media platforms to keep you scrolling and to keep the dopamine feedback loop in motion is personalizing the information based on your interests, values, and beliefs. These algorithms analyze your behaviors to curate content designed just for you. This ensures that the user will consistently find content engaging, thus reducing boredom, so you continue staying on the platform indefinitely. To ensure that the user is drawn into the platform, notifications will arise, especially if the user is beginning to wane in scrolling. These alerts tap into the brain’s natural response to novelty and immediacy, making it difficult for user to resist checking their devices.
You might wonder why it is such a big deal that our brains are being manipulated. Well, this constant social media use, which is very hard to control once we are imprisoned, harms our well-being. The following provides just a snapshot of some mental health issues found by therapy professionals.
Attention Span and Focus
Social media is delivered in bite-sized, fast-paced bits of information, which impact our ability to focus on sustained and deep thinking tasks. Thus, because our brains are being rewired, we have difficulty concentrating on longer, more complex tasks that we may have to do in school and at work.
Sleep Disruption
Late-night scrolling wreaks havoc on our brains. Besides the blue light and how that interferes with melatonin, the continuous scrolling leads to poor sleep quality, which affects our cognitive capacity and mood regulation the following day.
The irony of social media is that it is neither social nor media. The consequence of prolonged social media use has been linked to social isolation, due to replacing time on screens with actual face-to-face interactions. These in-person interactions are vital for emotional and social well-being. Further, because personalized algorithms are leading to media that share limited beliefs, thus, preventing a well-rounded picture of the state of the world and all the different sides of a given story. Now that you know you are being manipulated by social media platforms to become a prisoner, it is time to take action.
The following are just some suggestions:
- Turn off notifications—this reduces the temptation to check your device frequently and, thus, may help in preventing the dopamine feedback loop from starting.
- Set boundaries—limit screen time by setting times on your phone or only allowing yourself a small window each day.
- Engage in face-to-face interactions with loved ones—put down your phone and socialize! Live the life you want to have while you still have a life to live.
- Live like it is 1999; only read two sources of real journalism—real journalism, the kind that requires two sources to validate, can be in print, televised, or online. Pick only two so as not to overwhelm the brain.
If you try any of these techniques and still feel overwhelmed, anxious, or lonely, the experienced and caring therapy staff at Resolve Community Counseling Center will be able to help you curb or even quit your problematic social media use. Contact us today!
References
— Bashir, H., & Bhat, S. A. (2017). Effects of social media on mental health: A review. InternationalJournal of Indian Psychology, 4(3), 125-131.
— Bridy, A. (2018). Remediating Social media: A layer-conscious approach. Boston University Journal of Science and Technology Law, 24, 193-228.
— Macit, H. B., Macit, G., & Güngör, O. (2018). A research on social media addiction and dopamine driven feedback. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 5(3), 882-897.
— Williams, A. (2024). The never ending pursuit of satisfaction: How the brain modulates pleasure seeking behavior. Scholarly Horizons: University of Minnesota, Morris Undergraduate Journal, 11(2), 15.
— Zubair, U., Khan, M. K., & Albashari, M. (2023). Link between excessive social media use and psychiatric disorders. Annals of Medicine and Surgery, 85(4), 875-878.
