How hits of dopamine are being used to get us hooked, lined and sinkered....

Have you ever wondered how they managed to get so many kids continually scrolling tiktok or why fast fashion is constantly being sold?

Dopamine, what is it ?

Dopamine is a neurotransmitter that plays a crucial role in our brain's reward and pleasure system. It is often referred to as the "feel-good" chemical, as it is responsible for feelings of motivation, pleasure, and reinforcement.

What does it do?

Dopamine is a neurotransmitter that is produced in various regions of the brain, including the substantia nigra and the ventral tegmental area. It acts as a chemical messenger, transmitting signals between neurons and influencing various bodily functions. Dopamine is involved in a wide range of processes, such as movement, motivation, learning, and emotional responses.

Do we need Dopamine for survival?

Dopamine is closely linked to the brain's reward system, which is responsible for reinforcing behaviours necessary for survival. When we engage in pleasurable activities such as eating delicious food or engaging in social interactions, dopamine is released, creating a sense of pleasure and reinforcing the behaviour. This mechanism encourages us to repeat these activities, ensuring our survival and well-being.

Does Dopamine play a role in addiction?

While dopamine's role in the reward system is essential for our survival, it can also contribute to addiction. When an individual engages in drug use or other addictive behaviours, dopamine is released in large amounts, creating intense feelings of pleasure. Over time, the brain adapts to this excessive dopamine release, leading to a reduced response to natural rewards and an increased desire for the addictive substance or behaviour. This phenomenon, known as tolerance, can result in addiction, as individuals seek to replicate the initial pleasurable experience.


Has the link between Dopamine and addiction been studied?

Numerous studies have provided evidence of dopamine's involvement in addiction. For instance, research using brain imaging techniques has shown that individuals with substance use disorders have altered dopamine levels and reduced dopamine receptors in certain brain regions.

Animal studies have demonstrated that manipulating dopamine levels can influence the likelihood of addiction-like behaviours. Furthermore, behavioural addictions, such as gambling or excessive gaming, have also been associated with dopamine dysregulation. The anticipation of winning or achieving a desired outcome triggers dopamine release, reinforcing the addictive behaviour.


How are we affected by addiction in the digital age?

In today's digital age, social media platforms have become an integral part of our lives. Among these platforms, TikTok and instagram have gained immense popularity, especially among young people, with its short reel videos. Even if you don't have the app for tiktok, for example, the short reel videos can be found on youtube which is where a lot of children see them.


How do they get you to keep scrolling?

TikTok and other platforms that rely on short reel videos have mastered the art of exploiting dopamine hits to keep users hooked. By providing a constant stream of easily digestible content, these platforms create a cycle of anticipation and reward, triggering the release of dopamine in the brain. This addictive nature becomes problematic when political agendas and ideologies are pushed through these platforms, particularly when targeting young people who are more susceptible to influence.

How do they make it personal?

TikTok's algorithm is designed to provide users with a continuous stream of content tailored to their interests. As users scroll through an endless feed of short videos, they become addicted to the anticipation of finding something entertaining or satisfying, leading to a compulsive need to keep scrolling.

Why is this problematic?

Aside from wasting hours of peoples time and encouraging a sedentary lifestyle, the addictive nature of TikTok and similar platforms becomes concerning when political agendas and ideologies are propagated through them. These platforms have the power to shape public opinion and influence young minds. When political content is presented in short, attention-grabbing videos, it can easily sway impressionable users without providing a comprehensive understanding of complex issues. This can lead to the spread of misinformation, polarisation, and the manipulation of young people's political beliefs.

Another issue arises when platforms like TikTok promote a "woke" agenda and ideals. While raising awareness about social justice issues is important, the oversimplification of complex topics into short videos can lead to a shallow understanding of these issues. Users may be exposed to biased or one-sided perspectives, without being encouraged to critically analyse or engage in meaningful discussions. This can result in the formation of rigid beliefs and an echo chamber effect, where users are only exposed to content that reinforces their existing views. Mob mentality, fuelled by the addictive nature of the platform, can have severe consequences on people's lives and mental well-being.

What about fast fashion apps, are they addictive too?



Fast fashion apps have become increasingly popular in recent years, offering users a convenient and accessible way to shop for trendy clothing. However, these apps have also been accused of using psychological tactics to keep users hooked and encourage impulsive buying. One such tactic is the manipulation of dopamine.

How do they do it?

Fast fashion apps leverage the brain's dopamine system to create addictive scrolling and buying behaviours. By employing various techniques, such as push notifications, limited-time offers, personalised recommendations,check-ins, points awards systems and discount vouchers, these apps stimulate the release of dopamine, leading to a sense of pleasure and reward.



Push Notifications:

Fast fashion apps often send push notifications to users, alerting them about new arrivals, sales, or exclusive offers. These notifications trigger a sense of anticipation and excitement, leading to a release of dopamine. For instance, an app might send a notification stating, "Hurry! Limited stock available on your favourite dress." This creates a sense of urgency, compelling users to open the app and potentially make a purchase.

Limited-Time Offers:

Fast fashion apps frequently employ limited-time offers, such as flash sales or time-limited discounts. These time constraints trigger a fear of missing out (FOMO) and create a sense of urgency. When users see a countdown timer ticking away, their dopamine levels rise, and they feel compelled to take advantage of the offer before it expires. This fear of missing out on a great deal can lead to impulsive buying behaviour.

Personalised Recommendations:

Fast fashion apps utilise algorithms to analyse user data and provide personalised recommendations. By tailoring suggestions based on users' browsing history, purchase patterns, and preferences, these apps create a sense of personalisation and exclusivity. When users receive recommendations that align with their tastes, dopamine is released, reinforcing the pleasure associated with shopping. This personalised experience keeps users engaged and encourages them to keep scrolling and buying.

Why do we need to be aware?

While these tactics may boost app engagement and sales, they also contribute to impulsive buying, excessive consumption, and environmental concerns associated with fast fashion. It is crucial for users to be aware of these psychological tactics and exercise self-control to avoid falling into the trap of addictive scrolling and buying on fast fashion apps.

How many hours have you wasted scrolling through reels?!

Do you have any addictions or have you overcome addiction?




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