Do People Really Get “Pure” Dopamine on Social Media: An Analysis of the Effects on the Brain
Social networks have rapidly invaded our lives, and now we rarely imagine a day without checking the news in the feed, likes from friends or new subscriptions. In a world where we can instantly receive confirmation of our importance through the number of likes or comments, there is a feeling that we are holding a kind of “elixir of happiness” in our hands. These visual feedbacks seem like moments of triumph, micro-rewards for our thoughts, photos or achievements. They give us instant bursts of pleasant emotions, and it seems that we get quick pleasure – the so-called “pure” dopamine – the hormone of pleasure. However, it also has a reverse side. Momentary joy is followed by the need for a new portion of likes, and over time ordinary life moments become insufficient for a sense of satisfaction. Social networks imperceptibly create an emotional addiction, increasing the desire to return to them again and again. Analyzing this phenomenon allows us to understand how they affect our daily lives and why it is important to distinguish virtual pleasure from real, which has long-term value.
A sense of instant reward
Scientific studies in recent years increasingly indicate that the influence of social networks on our brain is much more complex and potentially problematic than it seems at first glance. In the US alone, according to the Pew Research Center, more than 70% of adults use social media on a daily basis, and a significant proportion of them (about 45%) admit to checking their accounts several times a day. The average user spends 2 hours and 31 minutes on social media every day, and these numbers continue to grow. What effect does it have on our brain?
Dopamine is a neurotransmitter that plays a key role in the brain’s reward system, enhancing feelings of pleasure and motivating us to repeat actions that bring that reward. In the natural environment, the dopamine system is activated when achieving important survival goals, such as eating or socializing with other people. However, in the case of social networks, things work a little differently. Each message, like or new follower becomes a kind of “micro-reward” that causes a surge of dopamine.
Many users of social networks believe that the feeling of pleasure from likes is real, “pure” dopamine. However, such a “dopamine hit” is short-lived. According to scientists, the effect of seeing new likes or comments is like gambling: every time we refresh the feed, we do not know whether we will get a “win” (new likes or comments) or not, which encourages us to return to this activity again and again. again. The dopamine system is stimulated for a short time, but then the brain needs to “recharge” to get the same pleasure from the next interaction. That is, it is a kind of dopamine “chasing” – we spend more and more time in social networks, but we get less and less satisfaction.
One of the most interesting and at the same time dangerous aspects of the influence of social networks is a phenomenon known as “dopamine adaptation”. With constant use of social networks, our brain adapts to frequent “bursts” of dopamine, which leads to a decrease in sensitivity to other, natural sources of pleasure. Thus, in the course of experiments at the University of Pennsylvania, it was found that users who significantly reduced the time spent on social networks reported an increase in the level of satisfaction from real social interactions and a decrease in the feeling of loneliness. At the same time, those who continued to actively use social networks often showed a decrease in interest in other sources of pleasure.
One of the main aspects of the influence of social networks is their ability to cause emotional “swings”. When we get a lot of likes or positive comments, we feel elated. However, when the expected response is not there, the mood drops sharply, which can lead to a long-term emotional decline and even depression. Research by the American Psychological Association has shown that active users of social networks are more prone to anxiety disorders and dissatisfaction with themselves, because they constantly compare themselves with others.
In addition, researchers from New York University noted that social networks make us seek new stimuli to maintain dopamine levels. This can lead to a need to overuse social media, which turns into an addiction. According to a study conducted by the University of Chicago, social media addiction is often compared in its effects to nicotine or caffeine addiction.
Social networks: manipulators of our emotions and behavior
The virtual world is increasingly penetrating the lives of not only teenagers, but also adults, changing our social habits and perception of reality. Many adults already feel that online communication is a substitute for live interaction: according to statistics, 40% of adults aged 30-45 admit that they communicate more often with friends through messengers and social networks than meet them in person. On average, an adult user of social networks spends there about 2 hours a day, and for the age group of 18-34 years, this figure reaches 3 hours. This gradually leads to a loss of interest in real meetings, as online communication seems faster and easier.
A Stanford University study shows that 30% of adults between the ages of 25 and 50 admit that virtual communication has already had a significant impact on their social skills, and 20% say it has led to a decrease in emotional connection with family and friends. Moreover, every third adult reports that the virtual world has become the main source of new acquaintances and even romantic relationships for them.
Interestingly, virtualization is also growing in the world of work and career: about 70% of office workers use social networks and messengers for work communication and do not feel the need to see colleagues in real life. According to a Microsoft study, 54% of employees feel tired of constant video conferences, but consider this format of communication more convenient and faster than face-to-face meetings.
The general tendency to replace real communication with virtual is reinforced by the fact that it is easier to get quick feedback and even recognition on the Internet. Social networks create the illusion of deep connections, but in reality such relationships often remain superficial and disappear as quickly as they appeared. Virtual communication can make life much easier, but at the same time it limits the emotional and social aspects that are important to human relationships.
Social networks today have become a real emotional engine for many people, creating a space in which we compare ourselves to others and are constantly subjected to virtual evaluations. According to the latest data, 76% of social network users spend more than two hours on them every day, and among young people aged 16 to 24, this indicator reaches three hours. American researchers noted that the average user checks their accounts up to 96 times a day, which increases the level of anxiety and can lower self-esteem. At the same time, the frequency of the feeling of pleasure decreases with each new “surge”. This may explain why many people feel tired of social networks, but still return to them, hoping for a new charge of energy and satisfaction. These numbers reflect not only the degree of addiction, but also the impact of social networks on the brain. At the same time, according to a report by the Institute of Global Health at Harvard, up to 47% of users who spend more than three hours on social networks every day experience symptoms of depression or increased anxiety.
Constant access to positive self-evaluation (in the form of likes and comments) gradually accustoms the brain to a high level of dopamine, which reduces the ability to enjoy real events. Social networks also create the illusion that happiness and success are an integral part of other people’s lives, which often causes a feeling of dissatisfaction with one’s own life. For example, a study by the Royal Society of Health in Great Britain found that up to 70% of teenagers who regularly use social networks feel dissatisfied with their own appearance, comparing themselves to idealized images on Instagram. This confirms that the “emotional swing” from likes can not only quickly raise the mood, but also quickly lower it.
Dopamine detox has become a popular way to reduce the impact of social networks on the emotional state. Its principle is to temporarily give up social networks, video games and all sources of instant gratification to give the brain a break and restore its sensitivity to natural sources of joy. A University of Southern California study found that after 72 hours of social media withdrawal, 88% of participants reported improved mood, reduced stress symptoms, and increased ability to concentrate.
How to reduce the negative impact of social networks on the brain
Reducing the time spent on social networks is one of the most effective ways to reduce dependence on dopamine “surges” and regain the ability to enjoy real life moments. That is why many experts advise to practice the so-called “digital detox”, when you disconnect from social networks for several days or even weeks. It helps the brain to re-sensitize to natural sources of pleasure, such as sports, creativity or socializing with loved ones.
It is also important to set specific rules for using social media: for example, limiting the time you use apps or not using social media before going to bed. Other forms of “digital detox,” such as completely giving up social media for the weekend, help bring attention back to real life values, like hanging out with friends or hobbies. Statistics show that people who control their use of social networks have higher levels of life satisfaction and are more likely to show resistance to depression.
As you can see, the dopamine we get from social media does have an “instant gratification” effect, but it’s not stable or deep. The brain quickly gets used to the stimulation that social media provides and begins to need more to experience the same high. Instead of providing a lasting sense of joy, social media often creates an addiction similar to other addictions.
Thus, likes and comments are not the real source of dopamine that our brain craves, but rather a short-term illusion of pleasure that keeps us trapped in virtual rewards. And although these visual signals from the network seem pleasant, they can cause more negative emotions than true happiness, especially when the pleasure quickly disappears, leaving us in search of new “doses” of likes.
In order to find true, lasting satisfaction, it is important to focus on real-life events and interactions. It can be meetings with loved ones, doing favorite hobbies, new discoveries and achievements that enrich our lives deeper and longer than any virtual feedback. Real events create those unforgettable moments that nourish us emotionally and help build a solid foundation of inner happiness and stability, without the need for endless repetition. Social media can be a nice addition, but for deep satisfaction and true happiness, it’s worth investing time in those moments that stay with us for a long time, not disappear like another news feed read.
