Contents
What happens to the brain when we watch the news feed, scroll and click the mouse? How does this affect connections between neurons? What is remembered? As it turned out, the psychology of «likes» can be reduced to five points.
Click-click-click. Like it, like it, like it… The brain works on autopilot. Eyes glaze over. You spin and spin an endless feed, liking pictures, updates, statuses, and links to anything. Social media, at its worst, hypnotizes us to the point of nausea. What remains of what we read and why do we like it even when we are not happy with what we have written?
«Like» is a form of recognition
Go to Facebook (an extremist organization banned in Russia). Click the «like» button. What happened? The act of recognition. There has been social interaction between at least two people. You can call «like» an example of virtual empathy. We all understand what it means to empathize with someone. It is the ability to understand and share the emotions or situation of another person. By clicking the «like» button, we establish a connection. We recognize the existence of the interlocutor. We don’t necessarily like what we see. But we seem to be saying, “I see. I understand. I’m with you».
- Facebook and others: the pleasure formula
What is social capital? The Encyclopedic Dictionary explains that it is a network of social ties between people, their common values and norms of behavior that contribute to mutually beneficial social cooperation. In the networked world, social connections are formed on the Internet. It follows logically that transactions with social capital are carried out online. Mutually beneficial social cooperation occurs when we click «like». When we realize that social interaction takes place on the Web, and «like» is one of its main tools, everything takes on a new meaning.
«Like» is a way to express yourself
Obviously, a «like» somehow affects its recipient, but it’s not that simple. By pressing the «like» button, we show ourselves as a person. This is not just a positive reaction to a post or status, it has turned into a form of feedback. If you «like» a status that you agree with, you express your agreement publicly. This is a kind of message to yourself — «I am here and I am like that.»
You are what you like. In fact, Facebook (an extremist organization banned in Russia) is making money from this. Based on your likes, the social network generates ads that appear on your page and organizes the order of posts in the feed.
- «Friend» on Facebook: add or reject?
«Like» is an attempt to get psychological feedback
When we “like” someone’s status or photo, we mean that we will receive a response “like” from them. Few of us are willing to admit it, but the more “likes” we get, the stronger our confidence that we are loved. We like being liked, and the number of “likes” is just as important to us as the quality. So we click «like», counting on reciprocity.
And if we do not get the desired number of «likes»? Status for us is an extension of our «I», and if it is ignored, we perceive it as a neglect of us personally. We don’t actually go to Facebook (an extremist organization banned in Russia) to find out how others are doing? We want to get something important for ourselves. We like it for the same reasons we go to parties or bars or meet friends. It’s about psychological feedback. We want to be appreciated, recognized and loved for who we are.
- How does Facebook affect people with depression?
“Like” is often a substitute for deeper interaction
Likes have not only positive, but also negative sides. For example, they blur deeper levels of interaction. «Like» is just a mouse click. Relationships and conversations are work. With the number of friends we make on Facebook (an extremist organization banned in Russia), it is impossible to find time to build real relationships. «Like» is a form of social connection without risks and obligations.
And now what do we do?
Do not get depressed, do not leave Facebook (an extremist organization banned in Russia) forever. Just realize what a social network is and get the most out of it that it can give.
See the Marketing Land website for more details.