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Why do we get addicted to social media? Thanks for asking.
A recent report from Cybercrew revealed how UK residents spend an average of 110 minutes per day on social media.
Many of us start scrolling before we've even got out of bed in the morning in an almost automatic way. we end up scrolling on TikTok and Instagram for hours on end. because social media can have a similar effect on the brain to certain addictive substances.
According to Healthline.com, they stimulate the brain's reward system When you log into your favourite social media platform you get a burst of dopamine a chemical that makes you feel good and motivates you to seek more of the same stimulus.
Social media also provides a constant source of social validation. such as likes, comments and shares that boost your self-esteem and reinforce your behaviour.
Additionally, social media can create a fear of missing out. known as FOMO, which can lead to compulsive checking and scrolling as well as anxiety and stress.
How does it work in concrete terms? When we do something that helps us meet our needs, like eating or having sex for example, our brain releases dopamine It's one of our happy hormones, a neurotransmitter linked with pleasure and satisfaction.
Dopamine reinforces our survival behaviours and helps us adapt to our environment.
And it's relevant when considering social media addiction too.
Each time we watch a video or get a like, our brain releases a small amount of dopamine, which makes us want to keep going back for more.
The unpredictable nature leads to anticipation and excitement.
No doubt at some stage you've wondered how many likes do I have on my last post? or what's this latest notification about?
The thing is dopamine is not designed to make us happy or satisfied.
It only gives us a temporary boost of pleasure that fades quickly and then it makes us crave more.
Experts have compared the feelings to those experienced when playing casino slot machines.
Both use sounds, colors, animations, and other stimuli to create an immersive and engaging experience captivates our attention and distracts us from reality.
Is it fair to say that social networks were designed to be addictive then? maybe not only for that purpose, but at least to some extent, The techniques and features used on social media platforms exploit the brain's reward system.
Of course, it's in the interest of social media platforms to make their product addictive because it leads to increased advertising revenue.
The more time users spend on social media the more ads they see and the more data they generate.
That means more profit for the platforms and more influence for their owners.
To avoid falling into the trap, you need to schedule some time off from social media so that you can give your brain a break and maybe even allow yourself to get bored.
There you have it! Now you know why we get addicted to social media.
In under three minutes, we answer your questions and help you understand the true meaning behind the trends, concepts, acronyms that are making headlines.
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