Addiction to social networks, Natasha Schüll, expert anthropologist, explains that the mechanisms of social networks and casinos are not so different…
We are glued to our screens. It is an undeniable fact. But to believe that this phenomenon is simply a lack of willpower would be a mistake. In reality, if we have so much trouble getting off social networks, it is because they are designed to keep us captive.
The anthropologist and author Natasha Schüll looked into this phenomenon and explained, in the podcast Terms of Service from CNN, why is it so hard to stop scroll and click.
Not so “social” social networks
Although platforms like X, Instagram or TikTok define themselves as "social networks", this name is in reality misleading. According to Schüll, the experience they offer is essentially solitary.
We stare at the screen, interacting with a machine rather than a person. Unlike a face-to-face conversation where there are social cues to pause or end the exchange, these boundaries disappear in the digital world. The result: we continue, without stopping, caught in a spiral where no natural interruption comes to break the rhythm.
Casinos and social networks: similar mechanisms
One of the key factors in addiction to Social Media, it's the infinite scroll mechanism. There is never a clear ending: one video leads to another, one post leads to a second, then a third… and so on.
This digital trap is directly inspired by strategies used in casinos. Addiction specialist Natasha Schüll has spent years studying the retention mechanisms used in gambling halls. And according to her, the techniques of Social networks and casinos are surprisingly similar.
In casinos, everything is designed to keep players coming back as long as possible. For example, there are no right angles on the mats, which prevents players from perceiving a clear separation in space and making the decision to leave. On social networks, the principle is the same: everything is fluid, there are no breaks, we scroll and explore without a defined end.
An invisible but very real addiction
The word "addiction" is still debated in this context, but Schüll prefers to speak of a spectrum of addictionNot everyone suffers from clinical addiction, but many people have difficulty quitting, even if they want to.
Unlike alcoholism, which is visible to those around you, Social media addiction is much more discreet. A person can spend hours scrolling without anyone noticing, including themselves.
How to Break the Vicious Cycle of Social Media Addiction
It is possible to regain control, but it requires willpower and concrete strategies to break the habit. One of the most effective techniques is to introduce “friction”, that is, small obstacles that force us to become aware of our usage.
Some solutions:
- Move apps away from the home screen or store them in less accessible folders.
- Using Timers to limit your time on an app.
- Installing apps that require pauses, such as a pop-up before the app opens or a short delay before the content loads.
These techniques can help, but the real problem comes from the way these platforms are designed. In the world of gambling, there are regulations to limit player losses. But in the world of social networks, laws to limit excessive use are almost non-existent.
While we wait for collective awareness and stricter regulations, it is up to us to set our own limits... and resist the temptation of endless scrolling.
