Social media reels: An addiction or creation?

Archi Das, a 30-year-old Dhaka-based investment banker, usually has quite a hectic work schedule at her office. In her free time, she scrolls down her social media handles for some time and enjoys the avalanche of content social media offers through reels. However, Archi believes her work is so demanding and stressful that she can easily switch back to work after her short interaction with the reels and still have total concentration. However, this is only the case with a few people. Social media reels have become the new internet cravings, and experts are concerned about the long-term outcome of this new trend.

The quick dopamine hit

Human brains seek experiences that release dopamine and make them happy without resorting to something time-consuming or demanding effort and hard work.

For example, an individual who works intensely for an hour at a gym releases endorphin, a happy hormone derived only from adequate physical movements. When we spend quality time with our loved ones or pursue a hobby, we release oxytocin, another happy hormone.

On the other hand, a 90-second social media reel makes and trains our brain to release dopamine, which also is a happy hormone but, unfortunately, not as stable as hormones like endorphins and oxytocin. Consequently, as we tend to get used to the quick release and disappearance of dopamine, it takes control of our feelings and perception of happiness.

A Harvard University researcher, Trevor Haynes, has even compared social media reels to drugs, given their resemblance in providing quick dopamine release and inducing addiction.

Who is making these reels?

Today's influencer culture is so prominent and popular among the younger generation that every social media user posts reels now and then. Initially, only celebrities, influencers, food and travel vloggers, and local businesses used to upload reels.

The reel fever has spread among amateurs, school and college-going students, and even homemakers. Since the reels garner instant responses and feedback, they have become the most acceptable means of audience engagement.

Homemakers gravitate towards making them as an escape from boredom. Besides the fun and entertainment perspective, these reels have an unavoidable economic aspect.

Dr. Susmita Chakrabarty, a professor in the Folklore department at Rajshahi University, emphasizes the financial engagements of these social media reels. She reflects on the importance of understanding consumerist culture and how financial gain from social media consolidates it.

"There is no harm in making videos or reels. But those reels need to have some content. There has to be some information, creativity, or at least a reflection of human relationships. How is dancing obscenely before a camera content? If there had been no financial gain associated with it, I believe this blatant competition of engaging in meaningless activities on social media would not have gone to this length. It is a sickening competition for people like us, who have some values."

Why are they so addictive?

People get addicted to things that consistently cater to their needs, whims and interests. Platforms like Facebook, Instagram and TikTok are doing precisely that to the millions of users they have.

The algorithm is a set of rules and regulations that they follow and swear by. The algorithm is created to give users a personalized experience by continuously tracking and assessing their preferences, Google searches, and types of content they watch frequently or are interested in, including their regular conversations and chats with others.

Even though Archi Das can concentrate on her work despite her substantial social media consumption, she is concerned about her mild ADHD (Attention-deficit/hyperactivity disorder) symptoms while doing other less important work in recent times. "I cannot continue watching an entire movie at a stretch. The urge to watch some short reels on Facebook or Instagram in between becomes irresistible sometimes. I feel like I may be missing out on something".

According to the US National Library of Medicine,  this 'fear of missing out (FoMO)', introduced in 2004, refers to a specific social media phenomenon.

It involves perceiving a sense of exclusion and then engaging in compulsive behaviours to maintain those connections. It slowly and consistently makes social media users addicted to consuming different short video contents that bring them instant gratification, resulting in long-term depression and attention disorder.

Are they all the same?

Suranjana Sikder is a Bangladeshi student pursuing her Master's in Agricultural Convergence Technology in Korea. Social media reels are not all about passing the time for her. "Yes, sometimes they keep recommending the same irritating reels to me. I try to skip them or select the 'not interested' and 'show less' options. They stop showing those unwanted reels after that."

Some of the social media reels genuinely help her. She often watches reels about higher education abroad and stories of underprivileged people who have come a long way despite their struggles.

How do you not get lost?

In the realm of endless reels, we must know how to restrict ourselves to avoid getting lost among social media's virtual offerings, which distract us from reality.

Dr. Susmita Chakrabarty attributes better control over these social media reels to technological knowledge and careful parenting, especially concerning children and teenagers.

As long as we understand what we are consuming and how it will affect us long-term, as well as who benefits financially, we can have better control over our addiction to reels.

Secondly, she believes it is incumbent upon guardians to monitor their children's social media use and the type of videos they watch. Social media and its videos have become inevitable parts of our lives. Restraining our inclination for these videos is the most we can do.