The intensive use of social networks has its risks. In the heaviest users, the response to stimuli is very similar to the mechanism of addiction.
Love or addiction? Relations between users and social networks are sometimes ambivalent. Between the permanent solicitations and the pleasure derived from their use, it is sometimes difficult to get rid of them. If the term addiction itself is controversial, a true relationship of dependence is established.
As evidenced by a study published in Cyberpsychology, Behavior, and Social Networking. It shows that an image, even vague, of the most used social networks, provokes a reaction of pleasure in the one who looks at it. This does not really help to quit.
Pleasure
The authors of this work, stationed at Michigan State University (United States), recruited 200 volunteers and subjected them to a series of tests. First, these participants were positioned in front of a screen. Images paraded. In some cases, the Facebook logo – or a screenshot – was projected, followed by a Chinese symbol. In other cases, the image was standard.
After each image, the individuals were asked about the feeling aroused by these images. The result is striking: among the heaviest users, the mere sight of the logo of the firm from Cambridge (United States) arouses pleasure. They therefore appreciate the following Chinese symbol more. What is not found in the other volunteers.
“People get used to this feeling of fun when they go on Facebook,” says Allison Eden. Even with something as simple as a logo, a friend’s wall, or anything associated with Facebook, the positive association is reactivated. “
An irrepressible drive
And the second study, carried out with the same participants, clearly shows that a mechanism close to addiction is put in place. The fact of consulting his wall responds to an almost uncontrollable impulse, the famous craving which settles in addictions. If we add the reward mechanism obtained by the pleasure aroused, all the elements are there.
“The results of this study are in line with previous work on the triggers of the irrepressible craving associated with certain foods – such as chocolate – or certain substances – such as nicotine,” confirms Brenda Wiederhold, editor-in-chief of the journal. .
And the mechanisms of dependence are real since, if they try to regulate their use without success, users feel bad. “The media, including social networks, are among the most difficult goals to achieve,” recalls Allison Eden. People try to regulate themselves but find it very difficult to do so. “
This is because the response to the pleasure aroused by social networks is acquired. It is therefore more difficult to get rid of it. A solution persists: get rid of the stimuli present in the environment, by removing the site from its favorites – for computer users – or by moving the shortcut to a page that is not the home page – for followers of the smartphone.
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