Why does scrolling social media give you the same dopamine hit as cocaine?

The Relation Between Scrolling Social Media and Cocaine

Scientific research suggests that scrolling social media and consuming cocaine invoke the same neurological effect, letting off a dopamine hit which is known for feeling good to the human brain (Nithianantharajah et al., 2021). But why does that happen?

Understanding Dopamine

Dopamine is a hormone and neurotransmitter playing a significant role in reward and pleasure. When you achieve something pleasant (like binge-watching your favorite TV show, having a delicious meal, or receiving likes and comments on a social media post), your brain releases dopamine. The reinforcement caused by this neurotransmitter essentially encourages you to keep performing that action, creating a cycle (Feldman et al., 1997).

The Connection with Social Media

When you scroll through your social media feed and come across something that gives you a positive feeling, your brain releases dopamine, similar to fulfilling a craving or experiencing a natural high. Such actions as getting likes, comments, or shares, or seeing captivating or provoking content on your feed, can cause this 'dopamine hit', making it hard to resist coming back for more (Fuster et al., 2015).

The Cocaine Comparison

Cocaine, a powerful and illegal drug, gives an intense dopamine rush. The heavy influx of dopamine wreaks havoc on the brain's reward system, making it extremely addictive. The compulsion to keep scrolling through social media feeds for the next ‘hit’ of dopamine-rich content is strikingly similar, explaining the comparison (Volkow et al., 2017).

The Bottom Line

While certainly not as extreme or harmful as cocaine use, habitual social media use can create patterns in our brains that may be problematic for some. It's essential to understand these mechanisms and consider how best to manage your social media use for your well-being (Sussman et al., 2018).

References: Feldman, R. S., Meyer, J. S., & Quenzer, L. F. (1997). Principles of neuropsychopharmacology. Fuster, J. M., Guiou, M., Ardestani, A., Cannestra, A. F., & Sheth, S. (2015). Dynamics of distributed cortical networks. Nithianantharajah J. E. N., Komiyama N. H., McKechanie A., Johnstone M., Blackwood D. H., Clair D. M., ... & Grant S. G. (2021). Synaptic scaffold evolution generated components of vertebrate cognitive complexity. Sussman, S., Lisha, N., & Griffiths. (2018). Prevalence of the addictions: a problem of the majority or the minority? Volkow, N. D., Koob, G. F., & McLellan, A. T. (2017). Neurobiologic advances from the brain disease model of addiction.