GoKawiilIn a landmark case, a jury found this week that Meta and YouTube negligently designed their platforms and harmed the plaintiff, a 20-year-old woman referred to as Kaley G.M. The jury agreed with the plaintiff that social media is addictive and harmful and was deliberately designed to be that way. This finding aligns with my view as a clinical psychologist: that social media addiction is not a failure of users, but a feature of the platforms themselves. I believe that accountability must extend beyond individuals to the systems and incentives that shape their behavior.
In my clinical practice, I regularly see patients struggling with compulsive social media use. Many describe a pattern of “doomscrolling,” often using social media to numb themselves after a long day. Afterwards, they feel guilty and stressed about the time lost yet have had limited success changing this pattern on their own.
It’s easy to understand why scrolling can be so addictive. Social media interfaces are built around a powerful behavioral mechanism known as intermittent reinforcement, says Judson Brewer, an addiction researcher at Brown University, which is the strongest and most effective type of reinforcement learning. This is the same mechanism that slot machines rely on: Users never know when the next reward—a shower of quarters, or a slew of likes and comments—will appear. Not all the videos in our feeds captivate us, but if we scroll long enough, we are bound to arrive at one that does. The ongoing search for rewards ensnares us and reinforces itself.
Why Social Media Feels Addictive
Individuals typically struggle on their own to address compulsive social media use. This should be no surprise, as habits are not typically broken through sheer discipline but rather by altering the reinforcement loops that sustain them. Brewer argues that “there’s actually no neuroscientific evidence for the presence of willpower.” Placing the burden to self-regulate solely on users misses the deeper issue: These platforms are engineered to override individual control.
A growing body of research identifies social media use and constant digital connectivity as important influences on the growing incidence of adolescent mental health problems. Brewer notes that adolescents are particularly vulnerable, as they are in a “developmental phase” in which reinforcement learning processes are especially strong. This vulnerability can be exploited by the design features of large social media platforms.
How Platforms Are Designed to Maximize Engagement
NPR uncovered records from a recent lawsuit filed by Kentucky’s attorney general against TikTok. According to these documents, TikTok implemented interface mechanisms such as autoplay, infinite scrolling, and a highly personalized recommendation algorithm that were systematically optimized to maximize user engagement.
TikTok’s algorithmically tailored “For You” content continuously tracks user behaviors, such as how long a video is watched, whether it is replayed, or quickly skipped. The feed then curates short videos, or reels, for the user based on past scrolling behavior and what is most likely to hold attention.
These documents show one example of a tech company knowingly designing products to maximize attention. I believe social media companies also have the capacity to reduce addictiveness through intentional design choices.
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