Can't Stop Scrolling

Fiona sits in a brightly lit room with yellow walls. This is a stark contrast to the dark topic at hand. Her hair is damp from a shower as she recalls her first time ever using a social media site.

Fiona, 19, used to be an active child with lots of friends. She would regularly involve herself in activities outside of technology with others. She had always been a people-person. This changed drastically when, like most members of gen Z, she made an Instagram account at a relatively young age; 12 years old. Now, she’s completely enveloped in a world of screens, numbers and arbitrary measures. 

“It’s a nice sort of numbing, if that makes sense,” Fiona says, in relation to using social media apps whenever she feels bored, which is often. The sheer lack of scarcity, and an in-built never-ending design format in apps like TikTok especially, give way to pervasive use in the lives of millions. According to a psychology journal article, “a total sample size of 16496 subjects [showed] a moderate positive association [between] loneliness and [internet addiction]...  The individuals with IA had significantly higher scores of loneliness” (Saadati et al., 2021). 

Social media is free, meaning most of its revenue has to come from advertisements. These ads are at an arms race for your attention, money and time, thus exploiting the customer in several ways. One of the most vulnerable populations prone to this are those who are already lonely, but these features can easily rope in any well-rounded individual. Not only are users addicted, but they develop major feelings of inadequacy when they experience a bombardment of these ads. They are constantly exposed to the thoughts, lives and opinions of others. It would be assumed that this exposure would have the opposite effect by helping bring people together, and in some instances, it does, but this is often not the full picture. The truth is, the human brain isn’t built to digest this much exposure at such a vast and immediate rate. Over time, this could make even the most secure person want to compare; worrying if their lives match up to that of others in terms of goals, social circles, status, accomplishments and more.

The powerful tool doesn't just strongly target existing adults and the elderly- it is also playing a significant role in the developmental process of growing and future generations. It interferes with shaping their identity. Its rapid growth and popularity, plus the in-built mechanics that cater towards customer satisfaction and dopamine receptors, further drive users to be more prone to developing addictive behaviours. The nature of addiction, which is inherently isolating, all-consuming and shameful for many, also adds to this negative feedback loop. Customer behaviour is exploited to get users addicted, so that they remain on these apps. The more time spent on them, the less time spent outside in the real world, dismantling warped, media-influenced perceptions of the world, and making healthy connections.

More young people who grew up alongside the emergence of social media are beginning to fall victim to what is known as self-esteem boosting procrastination. It begins as an innocent intrigue in what one’s peers are partaking in, perhaps even a way to connect with others, but quickly becomes something more sinister over time. It becomes a casual way for many to seek validation from friends and strangers whenever they might need a dopamine boost. This is when the vicious feedback loop begins to perpetuate itself. Over the years, tech experts from silicon valley have admitted to very complex algorithms that are designed to keep customers hooked. This may no longer be news to many of us, but the fact that we continue to be slaves to these platforms in spite of our awareness speaks volumes.

Like any addiction that results in loneliness and self-isolation, it can be self-soothing. Loneliness, in and of itself, can be inherently addicting. Many are aware that they’re passively doing things that are harming them, or might harm them in the long-run, but it’s easier than seeking help with an issue so widespread and ubiquitous. People are becoming more proactive about removing stigma from these topics, but our culture is fundamentally individualistic. Sometimes, resorting to something more immediate, less challenging, and seemingly harmless just seems easier initially.

“When a person posts a picture[,] they may receive positive social feedback, which stimulates the brain to release dopamine, rewarding that behavior and perpetuating the social media habit” (Addiction Center, 2021).

Fiona realized she had a problem when she noticed she was unable to stay off her phone, even when she had no notifications- the only exception being while she was at work. “I can’t put it down, I’m scrolling and I’m like, one more video, then I’m going to bed. Then I’m scrolling and it’s like two hours have passed.”

When asked what she felt social media had replaced in her life, Fiona responded, “Normal activities.” She plans to engage in her hobbies, like snowboarding, and before she knows it she’s back on her phone. “But then I wake up and it’s just like, I have no motivation to do it and I’m like, I can just go on my phone and watch YouTube.” This loss of normalcy can be very jarring and isolating for anyone, and Fiona feels this intensely. Social media is great at creating this illusion that it has everything you would ever need all in one place. Fiona keeps in touch with people on snapchat, but the form of communication there is so limited that it doesn’t do much in fulfilling her need to interact with others. She says she hasn’t made a real connection in a long time.

Fiona admits that social media can still be a powerful tool when used correctly. She met two men who are now her very close friends via a TikTok video she posted after moving to Alberta. The video gained virality and exposed her to interesting people that she was able to briefly meet. Still, even this is a hard equilibrium to maintain when the apps are designed to keep your face glued to the screen, as opposed to your surroundings and the people around you. The phone becomes a second limb, acting as a barrier to your surroundings as you willfully and passively live your life through it.

And even then, it can be a double-edged sword. Fiona found herself feeling more isolated when her TikTok videos gained millions of viewers, as she was exposed to hate, trolling, and all sorts of vitriol online. This recent and emerging pipeline of unprecedented virality can happen to anyone at any given moment, and that idea is isolating as well. How do we teach people to deal with these strange new phenomenons and levels of exposure? How do we stop people from trying to chase highs that only a very slim percentage of the public was used to dealing with before? 

Fiona dreams of a time when life could be richer. She has moved several times in pursuit of this freer world. Perhaps this world could be more attainable for future generations via vigilant education. Many of us joke about the addiction, and it has quickly become a new normal, but it shouldn’t be. There is an important distinction between normal and common to be made, or we risk raising a generation of anti socialites, and people struggling deeply with their mental health. The changes may appear to be gradual, but it ramps up quickly. Addiction is persistent and unrelenting, and this illness, combined with the dark nature of many corners of the internet, could easily become an attack on the psyche of impressionable people. It is important for parents and teachers to seriously educate children about these implications, repeatedly, and in a way that isn’t shameful or condescending.

Addiction and isolation from excessive social media use is already normalized and often joked about. Many adults recognize this shift in how they live their day to day lives, and shrug it off like it’s futile and inescapable. If we continue down this route, what are we teaching our children?