HOW SOCIAL MEDIA KEEPS USERS CONNECTED
DOPAMINE… WHAT IS IT? WHAT ROLE DOES IT PLAY IN SOCIAL?
Dopamine is a neurotransmitter, a substance that carries information between neurons through synaptic transmission. Dopamine acts as a chemical messenger for nerve cells, playing crucial roles in the brain: controlling movement, emotions, motivation, and the reward system.
It's known as the "pleasure hormone" because its release makes us experience positive sensations, pushing us to repeat rewarding behaviors. It also plays a role in regulating mood, attention, learning, and memory, and is essential for kidney function and hormonal balance, such as in the regulation of prolactin.
Meta and TikTok are well aware of these mechanisms, which they exploit to design and manage their platforms: provoking feelings of gratification, in fact, irreversibly ties the user to the platform, encouraging its abuse.
The damage from social media abuse is higher for children and adolescents, because their brains are still growing and they have a lesser capacity for “defense” than adults.
The document filed by MOIGE and the appellant families with the Court of Milan highlights the reasons that drive Meta and TikTok to focus their efforts on engaging children as much as possible from a young age. The main reason is that it's easier to influence a child or adolescent than an adult, due to their immature physical and mental development.
In short, both children and adolescents are constantly seeking new thrills and satisfactions, which social media provides in abundance, thus creating an addiction in the young user: the longer you stay connected, the more satisfaction and recognition you receive, manifested in likes, comments, and other "signals" you receive. Dopamine is therefore a veritable "Trojan horse" through which Meta and TikTok condition and direct the consciousness of young users, in some cases causing permanent damage to their brain and intellectual development.
ALGORITHMS TO CONDITION YOUR CHILD?
In fact, the functioning of social media, particularly those of Meta and TikTok, is largely based on computer algorithms:
In computer science, an algorithm can be described as "a sequence of finite steps designed to accomplish a task." The more structured and rich an algorithm is, the more precise and efficient it will be. Algorithms are used practically everywhere in technology today, and social media and social networks are no exception. The ability of a social network to reach a user's specific interests is closely related to how much and how the application's algorithm is developed and implemented.
In a world characterized by the omnipresence of social media, the concept of so-called algorithmic identity, or "the process of using algorithms to model and define a customer's identity," is also of interest (from the Digital Forensics report by Dr. Paolo Dal Checco, a renowned computer forensic consultant, attached to the MOIGE and Families' filing).
Essentially, algorithmic identity is based on the application of telematic mechanisms to collect and analyze an individual's data through their online activity, identifying their interests, tastes, and beliefs. The system then automatically selects messages with content consistent with that "identity," thus keeping them connected.
Meta and TikTok's services rely heavily on this user profiling, and as Dr. Del Checco writes, "not only browsing is tracked, but also the duration of browsing of individual content." This continuous and meticulous analysis of user activity allows companies to propose and re-propose highly personalized (and repetitive) content, constituting one of the main causes of addiction—and harm—for young users:
Algorithms analyze users' past behavior (likes, comments, shares, time spent on a post) to display content they deem most interesting to the user, which is called a "Feed." This leads to a continuous flow of highly relevant and engaging content, plausibly increasing the difficulty of disconnecting.
This sophisticated system is now highly refined, now supported by Artificial Intelligence, and is collectively defined as "persuasive technology or captology", a fascinating and disturbing branch of science that explores the intersection between computer science and persuasion, which can be defined as "a computer system designed to modify attitudes and behaviors without apparent coercion or deception".
It is described as a system that can both reinforce and change users' behaviors and can even act against their best interests, carrying out computational manipulation that uses artificial intelligence and big data to covertly influence decision-making processes.
The negative impact of such processes on fundamental rights is recognized in numerous EU legislative texts, such as the Digital Services Act (DSA), the Digital Markets Act (DMA), the Artificial Intelligence Act (AIA), and the EU Commission Guidelines on Directive 2005/29 (Unfair Commercial Practices Directive).
Everyone recognizes the existence of manipulative AI, but no one is doing anything serious and concrete to protect the educational freedom and mental health of the most vulnerable: children and adolescents! It is this neglect that our initiative seeks to address!