Many younger technologists (some who were involved in creating likes at Facebook) are weaning themselves off their own products, sending their children to elite Silicon Valley schools where iPhones, iPads and even laptops are banned. They appear to be abiding by a Biggie Smalls lyric from their own youth about the perils of dealing crack cocaine: never get high on your own supply.
Justin Rosenstein, who also helped create Gchat during a stint at Google, and now leads a San Francisco-based company that improves office productivity, appears most concerned about the psychological effects on people who, research shows, touch, swipe or tap their phone 2,617 times a day.
There is growing concern that as well as addicting users, technology is contributing toward so-called “continuous partial attention”, severely limiting people’s ability to focus, and possibly lowering IQ. One recent study showed that the mere presence of smartphones damages cognitive capacity – even when the device is turned off. “Everyone is distracted,” Rosenstein says. “All of the time.
In 2007, Rosenstein was one of a small group of Facebook employees who decided to create a path of least resistance – a single click – to “send little bits of positivity” across the platform. Facebook’s “like” feature was, Rosenstein says, “wildly” successful: engagement soared as people enjoyed the short-term boost they got from giving or receiving social affirmation, while Facebook harvested valuable data about the preferences of users that could be sold to advertisers. The idea was soon copied by Twitter, with its heart-shaped “likes” (previously star-shaped “favourites”), Instagram, and countless other apps and websites.
It was Rosenstein’s colleague, Leah Pearlman, then a product manager at Facebook and on the team that created the Facebook “like”, who announced the feature in a 2009 blogpost. Now 35 and an illustrator, Pearlman confirmed via email that she, too, has grown disaffected with Facebook “likes” and other addictive feedback loops. She has installed a web browser plug-in to eradicate her Facebook news feed, and hired a social media manager to monitor her Facebook page so that she doesn’t have to.
The companies and developers used subtle psychological tricks to make people develop habits, such as varying the rewards people receive to create “a craving”, or exploiting negative emotions that can act as “triggers”. “Feelings of boredom, loneliness, frustration, confusion and indecisiveness often instigate a slight pain or irritation and prompt an almost instantaneous and often mindless action to quell the negative sensation,” Eyal writes.
The techniques these companies use are not always generic: they can be algorithmically tailored to each person. An internal Facebook report leaked this year, for example, revealed that the company can identify when teens feel “insecure”, “worthless” and “need a confidence boost”. Such granular information, Harris adds, is “a perfect model of what buttons you can push in a particular person”.
Tech companies can exploit such vulnerabilities to keep people hooked; manipulating, for example, when people receive “likes” for their posts, ensuring they arrive when an individual is likely to feel vulnerable, or in need of approval, or maybe just bored. And the very same techniques can be sold to the highest bidder.
The designer who created the pull-to-refresh mechanism, first used to update Twitter feeds, is Loren Brichter, widely admired in the app-building community for his sleek and intuitive designs.
Now 32, Brichter says he never intended the design to be addictive – but would not dispute the slot machine comparison. “I agree 100%,” he says. “I have two kids now and I regret every minute that I’m not paying attention to them because my smartphone has sucked me in.”