With the increasing popularity of short form media contents, “dopamine” has become a buzzword. Originally, dopamine refers to a neurotransmitter in the central nervous system that controls motor nerves and emotions. However, recently, its usage has expanded to mean fun and pleasure, derived from provocative media contents. Last November, Seoul Economic Daily introduced the term “dopamine explosion,” which is used to describe the thrill of consuming exciting contents. Nonetheless, the overconsumption of short form media contents is causing a problematic social phenomenon of dopamine addiction.

Emergence of Dopamine Addiction

  Short form media content refers to a quick video ranging from 15 seconds to three minutes in length. K-pop choreography challenges, sports game highlights, and various compilation videos are often made in this form. Through platforms like TikTok, Instagram Reels, and YouTube Shorts, these kinds of contents have been actively shared on the internet since 2020. In fact, YouTube Shorts has exceeded an average of 70 billion daily views as of October 2023, according to Statista. 

  Short form media contents have become popular because they are more provocative to capture the audience’s interest in a short amount of time. Additionally, they are less regulated than television which is monitored by the Korea Communications Standards Commission. Such stimulating contents trigger the release of dopamine in the brain. The problem is that people easily get addicted to the effortless pleasures of these media. Deepening the problem, short form platforms tend to continue to recommend new videos through user preference-based algorithms, which make consumers keep flipping through the videos. This growing trend has led to an increase in its reference on social media from 2,200 mentions in November 2020 to 66,000 in October 2023, according to VAIV Company Inc. This condition, though not medically recognized as a clinical addiction, is often referred to as dopamine addiction.

The Risks of Excessive Dopamine Release

  Doctor Nam Min-ho, a senior researcher at the Brain Science Institute of the Korea Institute of Science and Technology warned that the excessive consumption of short form media contents can result in abnormal release of dopamine that can disturb the natural balance of happiness and lead to severe mental conditions like depression and hyperactivity disorder. Provocative media contents hyperactivate the dopaminergic pathway, which increases the threshold value of stimulation. When the threshold value goes up, the brain hardly feels happiness in daily life and becomes prone to indulge in more violent and intense content and behavior. 

  American social scientist Richard Solomon made a similar argument during the 1970s. He asserted that our body naturally seeks a state of equilibrium, which applies to the level of dopamine as well. Thus, when an extreme amount of dopamine is released, the brain tends to match the balance by making our body more immune to the hormone, which leads to a state of deprivation. When our body lacks dopamine, the key functions of dopamine: motor control and reward psychology, may be damaged, which can cause symptoms like ataxia, depression, and hyperactivity disorder. 

  Park Seung-hwan, a student of the Dept. of Business Administration at Kyung Hee University, shared his experience with the downside of short form media contents. Park watches an average of two hours of Instagram Reels everyday. “I felt that my attention span became shorter after watching short form videos,” he said. Thus, he chose to refrain from watching them before studying, as part of a “dopamine detox.”

Dopamine Detox: A Path to Recovery

  Dopamine detox is an emerging solution to the negative effects of such contents. It encourages individuals to limit their consumption of short form media contents or stay away from their digital devices. Digital detox applications like Forest and Your Hour are also gaining popularity. According to NHN Data, the use of digital detox and smartphone timer applications increased by almost 64% in 2023 compared to the previous year. 

  Kim Bo-mi, a professor of a course on digital addiction prevention at the Korea Vocational Evaluation Association, shared the following steps to practice dopamine detox. First, break down the source of dopamine into small resolutions and achievements. Second, utilize digital devices instead of relying on them, and stick to analog ways of living. Next, regularly walk outside to activate the brain cells and serotonin release. The last method is to relax stiff facial muscles by smiling. In addition to individual efforts, Prof. Kim emphasized the role of institutional practices such as mandatory education for digital and behavioral addictions. 

  Dr. Nam also highlighted the realistic educational approach, considering that it is impossible to fully regulate media contents. He claimed that it is essential for people to make informed choices without being dictated by dopamine-driven impulses. 

  Short form media contents can provide joy to everyday life, but their consumption should be managed to avoid becoming overly dependent on digital dopamine rush. Sources of joy should be more diversified, by developing slow-paced hobbies or spending more time with families and friends. Content creators should also be aware of the impact of their work and avoid purely violent and provocative contents. This balanced approach can help maintain both digital wellness and real-life happiness.