How “Dopamine Culture” Affects How We Live

There is an important transformation happening in modern culture, where the entertainment industry is being replaced by a “culture of distraction”. Large technology platforms, such as TikTok and Instagram, encourage addictive behaviors that lead to a dopamine cycle, similar to drug addiction. This results in a society that is more unhappy and less connected to real experiences. Understand this negative trend and how to protect yourself from it:

What is Dopamine Culture?

Dopamine is a neurotransmitter linked to pleasure and reward in the brain, and its release is often triggered by positive stimuli, such as food, sex and achievements. To such dopamine culture refers to how activities, especially technological ones like accessing social media apps, are designed to stimulate the release of this neurotransmitter, creating various cycles of instant gratification and addiction. It turns out that this constant search for immediate reward can harm the ability to concentrate and have negative impacts on the body, such as increasing dissatisfaction, anxiety and depression. Continued exposure to these artificial sources of dopamine can create unrealistic expectations and lead to feelings of inadequacy.

But it's worth remembering that dopamine culture isn't just limited to social media. Electronic games, streaming services and even shopping apps can be dangerous. Constant notifications, the gamification of daily tasks and the incessant availability of new content are all elements that contribute to this culture of distraction and quick gratification.

To give you an idea, dopamine culture is incredible when compared to other forms of entertainment culture promoted over the decades. People are so dependent on technology and cell phone screens that all content needs to be adapted to capture attention and keep the user engaged and ready to enter a continuous cycle. Before, we exchanged physical music albums for streaming on Spotify and films by content on YouTube. Now, nothing beats seconds-long videos on platforms or short messages on WhatsApp, since talking on the phone already seems outdated to many.

It seems that everything has become simple and practical, but, at the same time, conducive to a vicious and endless cycle. The fact is that dopamine can be a great neurotransmitter and it is clearly something we should always be looking for, but everything must be balanced. Falling into a trap and letting yourself be carried away by this addiction, which should only be momentary and for the sake of well-being, is very easy nowadays.

Social networks, apps and content made to be addictive

Platforms such as TikTok and Instagram are masters at exploiting human biology to keep users engaged, and this is something that practically everyone is aware of. They use sophisticated algorithms to present highly personalized content that captures attention and encourages continued browsing. But how exactly? Each like, comment or share triggers a small rush of dopamine, reinforcing the behavior of constant checking and interaction with the platform.

Social networks and even several other applications, nowadays, are designed to addict users, using techniques similar to those used by casinos and addictive substances. On Instagram, for example, the infinitely scrolling feed keeps users locked into an uninterrupted stream of content, while notifications for likes and comments serve as unpredictable little rewards, similar to the effect of slot machines in casinos. This unpredictability increases dopamine release in the brain, reinforcing frequent app checking behavior. How many times have you found yourself automatically unlocking your cell phone screen and accessing Instagram without any purpose?

TikTok takes this strategy even further with its highly personalized algorithm that analyzes user behavior to offer content that maintains attention. The short format of the videos and the ease of scrolling to the next one create a cycle of sudden gratification that can be difficult to break. Furthermore, on the platform, gamification is also widely used. Challenges and trends they encourage users to participate and create content, which ends up offering a sense of achievement and even belonging. Essentially, these tactics, when combined, create an environment that maximizes engagement and can lead to problematic overuse, particularly when mental health is affected.

Impacts on the body

We already know that the excessive use of social networks, applications and content designed to be addictive can have a series of negative impacts, but to what extent? The fact is that they can affect both the brain and the body in significant ways. From a neurological perspective, constant exposure to digital stimuli can even lead to a dysregulation of the brain's reward systems, which will result in a decreased sensitivity to dopamine and a reduced ability to experience pleasure from everyday activities. This phenomenon, known as tolerance, means that over time, the brain requires larger and more frequent doses to achieve the same sensation initially experienced.

Essentially, it's dopamine in free fall, which doesn't just return to basal levels, but drops below them. So for every pleasure, there is a cost. And the cost is a temporary feeling of abstinence from a substance. Something universally translated into anxiety, irritability, depression and craving for the drug of choice.

Anna Lembke, author of the book Dopamine Nation

However, one of the most worrying impacts is the decrease in live interactions. As dependence on social media increases, people tend to neglect face-to-face meetings. In the past, this wasn't so common, but nowadays, the world has changed even when we talk about types of services such as delivery and transportation, see applications like iFood and Uber, for example. This further contributes to social isolation, weakening of meaningful bonds and even reduced empathy and interpersonal understanding. The lack of physical contact and non-verbal communication harms the quality of relationships.

Several studies also suggest that excessive use of social media even before bed — which is a very common practice — can interfere with sleep patterns. Exposure to blue light from screens suppresses the production of melatonin, the sleep hormone, leading to problems such as fatigue, irritability, cognitive impairment and even a greater risk of cardiovascular and metabolic diseases.

However, there is still something that may be even more common in society: nomophobia, or the fear of being without a cell phone or internet connection. It may seem exaggerated, but this is another impact that has been growing over the years, especially when it comes to younger people. The problem is that this condition can lead to severe symptoms of anxiety, stress, and discomfort when cell phone access is limited or interrupted. Here, we are talking not just about daily activities and social interactions, but worrying situations that can be compared to those of drug addicts who do everything to satisfy their addictions.

If you want to know more, Showmetech already has a special article on nomophobia.

If there is no way to escape, how to protect yourself?

Although it is difficult to completely escape the influence of social media, there are strategies that can help minimize negative impacts and promote healthier use of technology. It is essential to cultivate habits that promote mental and emotional well-being, such as regular physical activity and even alternative hobbies such as meditation practices; the technique Mindfulness It is already widely debated and recommended for this type of situation. Another tip is to review and adjust app notification settings to reduce unnecessary interruptions and limit distractions.

About the perspective of the book’s author Dopamine Nation, Anna Lembke, the creation of regulations can be quite effective, since information could be disseminated more easily, in addition to making it carry more weight, after all, this is an issue that seems irrelevant to a large portion of the population.

(…) we need laws, regulations and financial incentives to help curb our collective excessive consumption. These include technological innovations that help visualize the addictive nature of online products, tools to monitor consumption, financial disincentives when consumption violates healthy limits, bans on digital drug advertisements to minors, and screen-free spaces in schools.

Anna Lembke, author of Dopamine Nation in an interview with Veja Saúde

According to the therapist and specialist in addictions and human behavior, Madalena Feliciano, some more specific strategies can also be put into practice in order to reverse exacerbated addiction to social networks:

• Establish time limits: Setting clear limits on daily cell phone use, such as setting specific times, is an effective way to control time spent on digital activities.

• Practice disconnecting regularly: It is crucial to reserve moments of digital disconnection in your routine, such as during meals, before going to sleep or when waking up. This pause allows you to be present in the moment, slow down and reconnect with yourself and others.

• Cultivate real relationships: Investing in offline relationships is important to counterbalance the social isolation caused by excessive use of technology. Prioritizing face-to-face meetings and group activities strengthens social ties, in addition to improving the quality of interpersonal interactions.

• Invest in offline activities: It is essential to find pleasure in offline activities to balance the time spent on your cell phone. This includes physical exercise, hobbies, reading, contact with nature, meditation and moments of tranquility without electronic devices.

In a world increasingly dominated by dopamine culture, it is essential to recognize the negative impacts that technological phenomena can have and take measures to protect our mental, physical and emotional health. Although social networks and other applications offer convenience and entertainment, it is extremely important to set limits, cultivate healthy habits and seek support when necessary. Nothing should be radical and, by finding a balance, it is possible to create a much more rewarding relationship with the digital world and still preserve our well-being, which should be a priority.

See also: 12 tech habits to be happier in 2022

Physical exercise can be your greatest ally in combating depression and anxiety

Sources: The Honest Broker, See Health, BBC, State of Minas

Reviewed by Noelle Pedroso on 10/07/2024