That Darned 'Like' Icon!

Most of my readers will be aware that there is a very profitable sector called the attention economy. Human beings are social animals, whose brains and hearts thrive on social interaction. Social media platforms such as Facebook, Instagram, TikTok and all the rest, are marketed as a splendid way to keep in touch with all our friends and family, no matter where they are in the world. 

But since Facebook introduced the 'Like' button in 2009 (and all social media platforms followed suit), coupled with the development of smartphones through which we can access them 24/7, our relationship with social media has become addictive, sometimes even toxic. Or so Cal Newport and many others believe (including me).

In his wonderful book, Digital Minimalism, Newport asks the question, "What specifically makes new technologies well suited to foster behavioral addictions?" (in the form of feeling compelled to regularly check our feeds to see whether our posts have garnered any likes). And he zeros in on two aspects: "intermittent positive reinforcement and the drive for social approval." Newport quotes from Adam Alter's book Irresistible: "It's hard to exaggerate how much the 'like' button changed the psychology of Facebook use. What had begun as a passive way to track your friends' lives was now deeply interactive, and with exactly the sort of unpredictable feedback that motivated Zeiler's pigeons." (Michael Zeiler was a scientist who proved in the 1970s that "rewards delivered unpredictably are far more enticing than those delivered with a known pattern.")

So each time we post something on a social media platform, we are in some sense gambling that our post will garner likes, but cannot predict when or how this will happen. As Newport comments, "the outcome is hard to predict, which, as the psychology of addiction teaches us, makes the whole activity of posting and checking maddeningly appealing."

As I said earlier, human beings are social animals - our brains are wired that way. Social standing and approval have always been important to us. In a social media context, Newport explains, "If lots of people click the little heart icon under your latest Instagram post, it feels like the tribe is showing you approval - which we're adapted to strongly crave. The other side of this evolutionary bargain... is that a lack of positive feedback creates a sense of distress. This is serious business for the Paleolithic brain, and therefore it can develop an urgent need to continually monitor this 'vital' information."

So if we don't get the 'likes', don't get the interaction, we are conditioned to feel sad. Whereas actually, real, offline interactions, face-to-face with someone, are far more rewarding, psychologically. This kind of real world interaction is so much richer than the online variety.

Over the next few days, Unitarians from all over the UK will be gathering in Birmingham for our Annual Meetings. And I am feeling sad, because I am poorly, and so unable to attend. Which has meant that my one opportunity in the year to truly and deeply re-connect with friends from all over the country is gone. I will be missing out on hugs, deep conversations, fascinating new knowledge, and communal worship. All of which are far more rewarding than scrolling through social media feeds.

But I'll be back next year. Have a wonderful time, everyone!

[The irony that I will be posting this on Facebook, which is the only reliable method I know of sharing the post widely with my friends is not lost on me. But I will not be anxiously checking to see how many folk have liked it...]