How Facebook Is Throwing Our Brains Into Overdrive - Pacific Standard - 0 views
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The human brain has always loved the dopamine rush of notifications, in any form; recent research indicates the unpredictable but ubiquitous updates of Gmail or Twitter carry the same neurological effect as rocking a slot machine. While Internet use is "not addictive in the same way as pharmacological substances are," as cognitive scientist Tom Stafford noted in 2013, we continually chase those unpredictable payoffs on Facebook and Instagram in ways that tend to mirror gambling or sex addictions, even if "Internet addiction" writ large currently holds an ambiguous position in the Diagnostic and Statistical Manual of Mental Disorders.
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For products whose fundamental business proposition is harnessing attention, building those so-called "compulsion loops" isn't an accident of technology—it's the whole point. Indeed, observers have argued since Parker's "human psychology" flub last year that Facebook has not just meticulously measured, but fundamentally altered human behavior, and nascent technology ventures emboldened by Facebook's world-changing success have sought to translate the behavioral tricks that psychologist B.F. Skinner applied to the gambling kiosk to every mobile app under the sun. "When a gambler feels favored by luck, dopamine is released," Natasha Schüll, author of Addiction by Design: Machine Gambling in Las Vegas, told the Guardian in March. All Facebook managed to do was find a way to miniaturize the captivating logic of the slot machine—with no cost to the user but their time and attention.
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While the human brain is tremendously plastic, that doesn't mean Facebook is savagely rewiring the human brain. Indeed, the Facebook users in the Cal State–Fullerton study "showed greater activation of their amygdala and striatum, brain regions that are involved in impulsive behavior," as Live Science's Tia Ghose reported at the time. Ghose continued: "But unlike in the brains of cocaine addicts, for instance, the Facebook users showed no quieting of the brain systems responsible for inhibition in the prefrontal cortex." Facebook isn't fundamentally rewiring the structure of the human brain, but its ubiquity has the same relative effect by kicking our rewards centers into overdrive.
