Few
people are aware that Facebook and other social media are
intentionally exploiting people’s psychological vulnerabilities to
keep them addicted to their sites. And, that's according to the man
who made a fortune as one of Facebook's early investors and first
president, Sean Parker.
Facebook
claims its purpose is to make the world open and connected, build
communities and bring the world closer together. Bull! In an
interview Parker admitted to being something of a conscientious
objector to social media and having some regret about his own role in
helping to mold Facebook into what it has become. Parker is on
record as saying the goal was to figure out how to consume as much of
the user's time and attention as possible. The idea was to try and
give users a little dopamine hit every whenever they got validation
of a post with a like, share or favorable comment.
Facebook
has become more than just sharing inane social stuff. CBS’
television program 60 Minutes ran a program with the theme of brain
hacking and featured Dopamine Labs, company produces a software
program called Skinner (named after behaviorist psychologist B.F.
Skinner) that companies can use to monitor their own apps and tweak
them to make them even more addictive. Interestingly, the company is
playing on both sides of the fence. Dopamine also offers an app
called Space that helps people manage their notifications and the
time they spend online.
While
it is perfectly acceptable to use Facebook as a means of
entertainment, when Facebook activities start interfering with a
person's everyday life they have a problem. There are a lot of users
who think nothing of voluntarily sharing intimate secrets about their
lives and often saying things they later regret. Other spend a lot
of time checking their posts for comments, likes and shares to the
point that Facebook interferes with free time activity or they are
constantly switching between work or assignments to their Facebook
page. It was such a problem that the company I worked for had to go
to the extreme of forbidding employees from using Facebook on company
time.
For
many, their Facebook image is all-important. They are always trying
to project a certain image of who they are to others. Most of us
have “friends” (I use quotation marks because I have seen people
with thousands of “friends” - who has that many friends??) who
are constantly appearing on Facebook who post about everything they
are doing and uploading selfies, etc. For some users, there is an
intense desire to add friends. There is race to see who has the
highest number of friends in a quest to be seen as more popular. I
have also seen posts by family members who have taken their family
squabbles public and I know of two people who chose to reveal their
sexual orientation on Facebook.
Research
done by psychologists from Edinburgh Napier University found that
Facebook users with more friends tend to be more stressed up when
using Facebook. The more friends they have, the more they feel
pressured to maintain appropriate etiquette for different types of
friends while remaining entertaining. It results in a vicious cycle
of increasing Facebook-related tensions, resulting in worse addiction
outcomes.
People
who become over-reliant on Facebook to fulfill their social needs may
start sacrificing the time spent on real-life interaction with
people. As a result non-verbal communication such as body language,
gestures, voice tones, etc. becomes more and more difficult for them
to interpret which makes real-life interaction more and more
difficult for them.
Facebook
Addiction and the Brain
One
study found that the brains of people who report compulsive urges to
use the social networking show some brain patterns similar to
those found in drug addicts. A major difference is that in Facebook
addicts the brain regions that inhibit impulsive behavior seems
unaffected.
Also,
according to some studies Facebook (and other social networking
sites) can have a profound impact by hurting a woman's body image,
cause people to obsess over failed relationships and even lead some
people into depression. In fact, there's term called "fear of
missing out" in which some people get depressed because they
aren't taking part in many of the activities they see on Facebook.
Psychological
tests on Facebook addicts have even revealed that Facebook cues were
much more potent triggers in people's brains than the traffic signs.
How important is that finding? It means that, if they are driving on
a street next to someone who has a compulsive relationship with
Facebook, they are going to respond faster to a ringing cellphone
than to street signs.
What
causes addiction? A trigger, such as loneliness, boredom or stress;
an action, such as logging in to Facebook; an unpredictable or
variable reward, such as scrolling through a mix of juicy and boring
tidbits in the newsfeed; and investment, which includes posting
pictures or liking someone's status update. This comes from said the
startup founder and author of Hooked: How to Build Habit-Forming
Products.
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