The way our brains respond to behavioral addictions, such as internet or social media
overuse, closely mirrors the brain’s reaction to substance addictions. Although these
behaviors do not involve ingesting an external substance, they trigger changes in brain
chemistry—especially in the reward pathways that release dopamine, a neurotransmitter
linked to pleasure and motivation.
For instance, every “like” or notification on social media can produce a small dopamine surge, making the experience pleasurable and reinforcing the urge to repeat the behavior. Over time, these pleasurable digital experiences can develop into
habits that are difficult to break, even when they start causing harm. Behavioral addictions are characterized by a persistent struggle to control certain activities, despite negative consequences for oneself or those around them. This struggle often
manifests in domains like excessive gaming and can begin to interfere with important areas of
life, such as academic performance, job responsibilities, or personal relationships. For
example, a student may stay up late gaming online, resulting in poor grades or absenteeism at
school.
To better understand why people become drawn into digital behaviors to the point of
addiction, several psychological theories are useful:
1. Displaced Behaviour Theory: This theory proposes that time and energy spent on
digital activities, such as scrolling through social media or playing video games,
reduces opportunities for in-person social interactions. Over time, this displacement
weakens real-world relationships and makes online activities even more attractive.
For instance, a teenager who spends hours on digital games after school might
gradually withdraw from family dinners or outings with friends, leading to a cycle
where the digital world feels more comfortable and accessible than real-life
interactions (Coyne et al., 2020).
2. Social Identity Model and Anonymity: According to this model, the sense of
anonymity and reduced consequences in online environments leads people to express
themselves differently than they would in face-to-face settings (Black, Mezzina&
Thompson, 2016). This can result in more impulsive, bold, or even risky behaviors.
For example, someone might share personal thoughts or participate in online debates
in ways they would never dare in person, or a shy adolescent may feel empowered to
join online gaming communities where their real identity is concealed, making it
easier to seek attention or validation.
3. Unmet Needs: When social, emotional, or psychological needs are not adequately
met offline, individuals may turn to the internet for comfort or fulfillment. For
example, a young person who struggles to make friends at school might become
deeply involved in online multiplayer games or online groups, where they feel a sense
of belonging and acceptance. Over time, the reliance on digital platforms to satisfy
these needs can foster dependency and lead to problematic patterns of use.
4. Cultivation Theory: This theory posits that spending significant time in virtual
environments, such as social media feeds or immersive video games, can gradually
shape a person’s perceptions and beliefs about the world (Gerbner et al., (2002). For
instance, individuals who frequently view stylized, filtered images on social media
may begin to see those unrealistic portrayals as normal or desirable, potentially
affecting their self-esteem and worldview. Similarly, gamers who spend hours in
competitive multiplayer games might start to value online achievements over real-life
accomplishments.
All these theories show that online spaces can become attractive replacements for real-life
experiences, especially when people feel their needs aren’t met offline, or when internet
activities give them a sense of achievement or belonging. Understanding these patterns helps
parents, teachers, and young people see why someone might use the internet or social media
too much—and the risks involved.
In short, behavioral addictions like gaming and media overuse happen because of brain
changes linked to rewards, less real-life social time, the sense of safety behind online
anonymity, and the way digital media shapes what we think is normal. When people don’t get
what they need in real life, they may turn to the internet for comfort, which can sometimes
lead to unhealthy habits and addiction.
