> ## Content Index
> Fetch the complete content index at: https://onemanandhisblog.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# The psychology - and neurochemistry - of social media
- URL: https://onemanandhisblog.com/2012/10/the_psychology_-_and_neurochemistry_-_of/
- Published: 2012-10-23T11:37:22.000Z
- Updated: 2015-04-08T15:46:56.000Z
- Author: Adam Tinworth
- Tags: psychology, research, science, Social Media

[![Twitter - so addictive](https://i2.wp.com/www.onemanandhisblog.com/content/images/2012/10/twitter-crack-thumb-400x494-2850.jpg?resize=400%2C494)](https://i1.wp.com/www.onemanandhisblog.com/content/images/2012/10/twitter-crack.jpg?ref=onemanandhisblog.com)

Absolutely fascinating look at the [neuroscience that underlies behaviour patterns on Twitter](http://www.theatlantic.com/magazine/archive/2012/10/the-selfish-meme/309080/?ref=onemanandhisblog.com) and other forms of social media:

> Researchers have previously shown that certain online activities–such as checking your e-mail or Twitter stream–stimulate the brain’s reward system. Like playing a slot machine, engaging in these activities sends the animal brain into a frenzy as it anticipates a possible reward: often nothing, but sometimes a small prize, and occasionally an enormous jackpot. The response to this unpredictable pattern seems to be deeply ingrained, and for the most basic of reasons: precisely the same cycle of suspense and excitement motivates animals to keep hunting for food.

Twitter is feeding sweet dopamine crack straight into your pleasure centres…

**Update**: Steve Ranger has pointed me to his [useful piece on the various research approaches being taken into the impact and power of social media](http://www.zdnet.com/like-me-like-me-doing-business-in-the-facebook-age-7000003487/?ref=onemanandhisblog.com "Like me! Like me! Doing business in the Facebook age") on psychology. Nice to see some rigour being applied to the generic posturings of the social media gurus… 😉