Dopamine Manipulation in Social Media Algorithms

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Dopamine manipulation in social media algorithms describes how algorithms are designed to take advantage of the brain's dopamine system by providing users with a constant stream of positive reinforcement through likes, comments, and other forms of engagement. These algorithms are optimized to keep users hooked on their platforms by providing them with a steady dose of positive feedback, which activates the brain's reward system and releases dopamine.[1]The constant release of dopamine creates a feedback loop that keeps users coming back to the platform to seek out that feeling of pleasure again. This can lead to the development of addictive behaviors, as users become increasingly reliant on social media for the release of dopamine.[2]


Dopamine

Dopamine is a neurotransmitter that is produced in various areas of the brain. It plays an important role in many physiological functions. These include motor control, motivation, and reward-seeking behavior.[3] It is produced in specific parts of the brain that are essential for motor control, such as the hypothalamus and the substantia nigra.[4] One function of dopamine is to regulate the movement of the body by transmitting signals to the basal ganglia, a group of structures that are involved in the control of movement. Parkinson's disease, a condition characterized by tremors, stiffness, and difficulty moving, can result from a dopamine shortage.[3] It is also involved in the brain's reward system. The release of this chemical in specific areas of the brain is linked to pleasurable experiences, such as eating and sex, which is why dopamine is nicknamed the "feel-good" chemical.[3] It is responsible for the positive feelings associated with these experiences.

Dopamine and Drug Use

Drugs like cocaine and amphetamines increase the amount of dopamine in the brain. This causes a sense of euphoria, which can lead to addiction and other negative consequences. Long-term drug use can cause a decrease in the number of dopamine receptors in the brain, making it more difficult for the brain to respond to the presence of dopamine. This can lead to a decrease in motivation and a lack of pleasure, which are common symptoms of addiction.[3] The result of addiction to these drugs is comparable to social media addiction as both cause the brain to rely on artificial sources of dopamine release.

Other Functions

Dopamine is also involved in other functions such as attention, learning and memory. It helps to regulate the attention and concentration on a task, and aids in the process of encoding and consolidation of memories.[3] In summary, dopamine plays a key role in various physiological functions in the brain, including motor control, motivation, and reward-seeking behavior. It is also involved in attention, learning, and memory. However, excessive dopamine release as a result of drug use can lead to addiction and other negative consequences.

Dopamine and Social Media

Social media platforms use short videos to manipulate the brain's dopamine system by consistently showing visually stimulating and emotionally engaging content that captures the user's attention and keeps them engaged, activating the brain's reward system and releasing dopamine. Dopamine, a neurotransmitter, is responsible for the brain's reward system which is activated by pleasurable experiences. When an individual watches a video on social media, they are exposed to a variety of visual and emotional stimuli that activate the reward system, releasing dopamine and creating a feeling of pleasure. The constant release of dopamine creates a feedback loop that keeps users returning to the platform to seek that feeling of pleasure again.[1]

Engagement Techniques

Social media platforms use various techniques to keep users engaged. One of the most effective techniques is the use of notifications, which alert users to new videos that have been posted. These notifications are designed to capture the user's attention and create a sense of urgency, which activates the brain's reward system and releases dopamine.[1] Another technique used by social media platforms is the use of curated content, which is tailored to each user's interests. Platforms use data on users' browsing history, likes, and comments to suggest images or videos that are likely to be of interest. This creates a sense of personalization and relevance, which activates the brain's reward system and releases dopamine.[5] Social media is designed to be emotionally engaging, with the use of captivating music, storytelling, and emotive visuals. These elements create a sense of connection and emotional resonance with the viewer, which also releases dopamine.[6] Additionally, these platforms use the principle of variable rewards, meaning that the reward (dopamine hit) is not always guaranteed, this creates anticipation, uncertainty and unpredictability, which keep users engaged and coming back for more.[6]

Short-Form Video

Short-form video platforms like TikTok harness the brain's reward system by offering viewers dopamine releases in quick succession. TikTok videos vary in length from fifteen seconds to three minutes. Given their length, users can consume hundreds of videos at a time. In combination with the engagement techniques mentioned above, short form video is an extremely addictive format of social media.

The features of TikTok that bring it success also have been linked to addiction. Users spend an average of 46 minutes per day on the app, opening it eight times daily.[7] The infinite scroll and variable reward pattern of TikTok, similar to other social media platforms, may create a flow-like state for users, where they become highly focused on the videos.[7] This can lead to a distorted sense of time, where users may not realize how long they have been using the app. The user experience of TikTok is deeply immersive as users can consume a large amount of content when entering this flow-like state.

Addiction

The excessive use of social media can lead to addiction and other negative consequences. Constant exposure to social media platforms can lead to a decrease in the number of dopamine receptors in the brain, making it more difficult for the brain to respond to the presence of dopamine. This can lead to a decrease in motivation, or a lack of pleasure, which are common symptoms of addiction.[8].
  1. ↑ 1.0 1.1 1.2 Waters, J. (2021, August 22). Constant craving: How digital media turned us all into dopamine addicts. The Guardian. Retrieved January 22, 2023.
  2. ↑ Mujica, A., Crowell, C., Villano, M., & Uddin, K. (2022). ADDICTION BY DESIGN: Some Dimensions and Challenges of Excessive Social Media Use. Medical Research Archives, 10(2).
  3. ↑ 3.0 3.1 3.2 3.3 3.4 Dopamine: What it is, Function & Symptoms. Cleveland Clinic. (n.d.). Retrieved January 25, 2023.
  4. ↑ Juárez Olguín, H., Calderón Guzmán, D., Hernández García, E., & Barragán Mejía, G. (2016). The Role of Dopamine and Its Dysfunction as a Consequence of Oxidative Stress. Oxidative medicine and cellular longevity, 2016, 9730467.
  5. ↑ Smith, B. (2021, December 6). How TikTok Reads Your Mind. The New York Times. Retrieved January 25, 2023.
  6. ↑ 6.0 6.1 Smith, B. (2021, December 6). How TikTok Reads Your Mind. The New York Times. Retrieved January 25, 2023.
  7. ↑ 7.0 7.1 What makes TikTok so addictive?: An analysis of the mechanisms underlying the world's latest social media craze. Brown Undergraduate Journal of Public Health. (2022, February 7). Retrieved January 25, 2023.
  8. ↑ Mujica, A., Crowell, C., Villano, M., & Uddin, K. (2022). ADDICTION BY DESIGN: Some Dimensions and Challenges of Excessive Social Media Use. Medical Research Archives, 10(2). https://doi.org/10.18103/MRA.V10I2.2677
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