On Thursday, July 10 we discussed Social Media addiction, how it works, its impacts ( especially on the young) and what can be done to control it.
How is addiction created ?
… by software (algorithms) which track and modify Social Media users´ behaviour so that they are exposed to personalised advertising. Chris had asked Google’s Gemini for a summary:
Social media algorithms employ several techniques to increase user engagement and potentially lead to addiction. These techniques often involve leveraging dopamine release through personalized content, instant gratification, and fear of missing out (FOMO). By understanding these mechanisms, users can become more aware of how social media platforms can influence their behavior and potentially mitigate negative impacts. Here’s a breakdown of how these algorithms work:
- Dopamine-Driven Feedback Loops:
Instant Rewards:
Social media platforms are designed to provide users with frequent, small rewards, like likes, comments, and notifications, which trigger the release of dopamine in the brain.
Reinforcement:
This dopamine release reinforces the behavior of using the platform, making users more likely to return for more positive feedback.
Withdrawal:
When users don’t receive these rewards, they may experience a sense of withdrawal, further driving them to check for updates.
- Personalized Content and Echo Chambers:
Tailored Feeds:
Algorithms analyze user data (likes, shares, follows, etc.) to create personalized feeds, showing content that is likely to be engaging and resonate with the user’s existing preferences.
Confirmation Bias:
This can lead to users being primarily exposed to content that confirms their existing beliefs, potentially creating echo chambers and limiting exposure to diverse perspectives.
Endless Scrolling:
The continuous loading of new content keeps users scrolling, making it difficult to disengage.
- Fear of Missing Out (FOMO):
Highlighting Trends:
Algorithms can highlight trending content and events, creating a sense of urgency and a fear that users will miss out on something important if they are not constantly connected.
Curated Experiences:
Social media platforms often present a curated view of others’ lives, which can lead to feelings of inadequacy and FOMO when users compare their own experiences.
- Other Techniques:
Intermittent Rewards:
Social media platforms don’t always provide rewards (like likes or comments) immediately, which can be a powerful motivator for continued engagement.
Notification Systems:
Frequent notifications about new content or activity can be a constant reminder to check the platform.
Addictive Design:
Features like infinite scroll, “like” buttons, and personalized recommendations are designed to keep users engaged for longer periods.
In summary, social media algorithms are not simply neutral tools; they are carefully designed to exploit human psychology and keep users engaged, potentially leading to addictive behaviors. By understanding these mechanisms, users can become more aware of how these algorithms influence their behavior and take steps to mitigate their negative impacts.
Is Social Media addiction really a serious problem? If so, what can be done to counteract it?
Many studies indicate that it is a serious problem, particularly among the young. This article looks at the neurophysiological impact of social media addiction on teenagers: https://pmc.ncbi.nlm.nih.gov/articles/PMC11804976/ Social Media Algorithms and Teen Addiction: Neurophysiological Impact and Ethical Considerations ...”Among adolescents, an analysis found a 13% increase in the incidence of depression for every additional hour spent on social media. Against this pervasive rise in social media use among teens (96% of adolescents in Canada use social media,)…it is essential to understand the adverse impacts of social media on teens and their brains that are under development.“
This article discusses the issue, and suggests legal data privacy controls (such as we have in Europe) and somewhat unrealistically, proposes getting rid of the addictive features. https://mindfultechnics.com/manipulative-algorithms-and-addictive-design-summing-up-whats-wrong-with-social-media/ Social media’s twofold problem: manipulative algorithms and addictive design
This comprehensive article from Iberdrola offers some useful guidelines on how individuals can cut down social media dependence: https://www.iberdrola.com/social-commitment/impact-social-media-youth How to fight addiction to social media – Addiction to social media: main causes and symptoms
A member described how her grandchildren’s social media use was strictly controlled by their parents and how the children had gone away on an organised phone-free group outdoors activity. Members remarked that they had often seen whole families dining in restaurants with everyone glued to their mobile phones, including the small children. We discussed how seemingly innocent social media groups formed by children who know each other personally, can be a source of jealousy and bullying (as powerfully illustrated in the hit Netflix drama “Adolescence” – which the British Government has highlighted as recommended viewing (See the trailer: . https://youtu.be/Wk5OxqtpBR4?si=c4G5Am6EEgbnUcrE )
We also remarked that Social Media can.”.. foster social comparison, as users consciously and subconsciously compare themselves and their achievements to those of their peers. This can result in feelings of inadequacy and low self-esteem, further contributing to distorted self-perception and increased body dissatisfaction https://news.ua.edu/2025/03/social-media-mental-health-and-body-image/ . In the West, the idealised young female is the “Instagram girl” – long hair, thick eyebrows, botoxed lips; in east Asia it’s likely to be the k-pop idol look: Very slim, double eyelids, thin, high nose. There is also some evidence that short form social media, such as X and Tik Tok have eroded literacy and the attention spans of the young.
Do the Social Media companies bear any responsibility ?
Companies such as Meta (Facebook and Instagram) and Alphabet (Google) are rich and powerful. Their income streams depend upon the Social media business model they have created. That is, to optimise personalised connections between the advertisers, which pay the bills and potential buyers. In 2022 alone, US children aged 0 to 17 years generated advertising revenues of $11 billion for major social media platforms .
We watched a clip from the Netflix Documentary “The Social Dilemma” in which ex social media software engineers regretted the system they created. They all felt that the companies should be held responsible for the adverse effects of their platforms. Chris read out a couple of quotes from the documentary:
“There are only two industries where they refer to the client as “the user” – These are the Software industry, and the Illegal drug’s trade“
“To the AI algorithm – we are the products” . Here’s the trailer to the documentary.
We played around with Chris’s Facebook feed (she doesn’t use it much these days), noting that the algorithms detect what you look at and change the feed in response. You do not have to actively “like” or “dislike” anything. Telling Facebook to hide topics you are not interested in only aids the algorithms to fine tune your profile, so that it can better personalise the ads it shows you. We noted that Facebook accounts with a blue tick next to them are “verified accounts”. .. a (paid) subscription service that …. confirms the authenticity of a public figure, creator, or brand’s Facebook page or profile. This badge helps users identify genuine accounts and distinguishes them from fan pages or impersonators. (Gemini). Such accounts get priority in Facebook and Instagram feeds.
Facebook has been a tool for political manipulation:
The Netflix documentary had highlighted how the military Junta in Myanmar had gamed Facebook’s tools to foment hatred against the Rohinga minority and add legitimacy to their persecution of these people. The issue is discussed in detail in this article : https://systemicjustice.org/article/facebook-and-genocide-how-facebook-contributed-to-genocide-in-myanmar-and-why-it-will-not-be-held-accountable/ Facebook and Genocide: How Facebook contributed to genocide in Myanmar and why it will not be held accountable . The final sentence is:The absence of accountability mechanisms is itself a consequence of corporate power. With no changes in legal frameworks likely to result from this tragedy, this will not be the last time that Facebook will contribute to a situation like the Myanmar genocide.
This polarisation of political views through Social Media seems to be most evident in unequal societies, where people already have deep-seated grievances. https://theconversation.com/is-social-media-fuelling-political-polarisation-232749
In conclusion
Social media is designed to be addictive and can cause serious mental health problems, particularly among the young as well as providing a powerful tool for social manipulation. Since this addiction enhances the the business model of powerful social media companies, it is unlikely to be regulated effectively, particularly in the United States. The only countermeasures to actively limit and control the use of social media will be those taken by concerned individuals, families and communities. In time, this may result in a new social divide – those deeply immersed in Social media, and those interacting in person in the real world.
Christine Betterton-Jones – Knowledge Junkie