Due to the presence of social media, life has changed. We can send a message to a relative or friend who lives thousands of miles away from us in just a few seconds. That’s why it’s worth it. But one must be cautious, as there are groups more vulnerable to its potential addiction.
Nacho Roura (@neuronacho), a psychologist specialized in neuroscience, who has been delving into current issues from a neuroscience perspective for five years, points out that virtual social networks are platforms where people have the option to share different experiences or products. However, they utilize persuasive technology, with many brands using them to sell their products, leveraging our time and knowledge.
«Social media platforms showcase various products, including our own The reward system, influenced by ‘likes’ or the dynamics of sharing a post, allows for comments. It is one of the mechanisms that make social media platforms so engaging and appealing,» he states in an interview with Europa Press Health Infosalus after publishing «The Ancient Brain».
He acknowledges that we are completely hooked on social media, although he emphasizes that it is currently impossible to know the consequences of its use, as there are no long-term longitudinal studies available due to the recent nature of these applications.
He particularly expresses interest in understanding how social media affects teenagers, as they are one of the first generations to be fully immersed in social networks. Additionally, this is an «interesting» period from a psychological and cerebral standpoint, as Nacho Roura highlights.
It is worth noting that the prefrontal cortex is a set of regions in our brain that take longer to mature in our species, with this process occurring over 22-25 years. These regions are responsible for complex cognitive functions such as attention, impulse control, emotional aspects, language, and symbolic thinking.
The potential problems that can arise from improper use of social media, such as addiction or mental health issues, are well-known. Furthermore, Roura emphasizes that we all have these reward mechanisms, as mentioned earlier, which can especially impact adolescents: «Adolescents are more vulnerable to social media because they are highly sensitive to motivationThey lack the brain mechanisms to delay these rewards, making them more susceptible to substance abuse as well.»
Regarding any other long-term consequences on the brain, this psychologist points out that we cannot know for sure due to the lack of long-term longitudinal studies conducted thus far. He mentions, «The cognitive effect of sustained use of social media remains unknown. In the short term, we understand how it affects attention, but simply turning off mobile data and knowing that the internet does not enhance a person’s attention and psychological complaints,» states Nacho Roura.
He emphasizes that, indeed, «‘Likes’ activate reward circuitsthat we have discussed, but the long-term effects are still unknown due to the absence of longitudinal studies.
In his book, he explains that the reward system is activated in response to stimuli that are inherently reinforcing, such as food or sex, known as «primary reinforcers». However, it also responds to stimuli that we have associated with reinforcement value or secondary reinforcement, like money, as he highlights.
«Our brain’s reward circuitry becomes activated. On one hand, it leads to the formation of certain attachments or a sense of identity and community on social media, with the social interactions and comments present enhancing this. It can also diminish the intensity of unpleasant dispositionsto establish compulsive use as a coping strategy in stressful situations,» he adds.
This psychologist is currently working on his doctoral thesis, exploring how our brain responds similarly to money or relevant social information, activating the brain’s reward network, which includes the nucleus accumbens, ventromedial prefrontal cortex, and ventral tegmental area, a core region in the brain.
He mentions the psychologist from Temple University in Philadelphia, Lauren Sherman, who sought to address the question of What happens in our brain when we receive «appreciation», emphasizing that this is an example of secondary reinforcement, where the value is acquired through learning and experience, associated with something intrinsically rewarding like positive feedback from others.
Finally, he urges not to demonize social media but rather emphasizes that it «stems from generalizations», even though it may be challenging, as the benefits of social media «resonate with everyone due to the emotions it evokes from its use».
For instance, he explains that some emotions are sparked by affiliation, to create a sense of belonging, as seen in patient associations, for example. Conversely, for others, it may not evoke anything. We are social beings, and social media allows for social and emotional support that the group can provide. Furthermore, social networks aim to enhance communication, striving to improve emotional transmission,» he explains.
