Your attention span has become so short you probably won’t finish this article.
It’s something we’re all aware of – our phone usage. In an era of falling attention spans, brainrot, and a rise in social media-linked mental health issues, the question of what the neuroscience is behind it all arises.
As you read this article, watch how often your mind starts to slip away as your attention span drops.
Since the introduction of platforms such as TikTok, Instagram, and Snapchat, social media has become a key part of how we navigate modern life. Humans are naturally social beings who have always sought out connection and community. These platforms have transformed the way we connect, creating communities over shared interests and maintaining communication over long distances—all accessible from a metal box kept in your back pocket.
Beyond connection, social media provides entertainment, distraction, and relaxation.
However, with many positives come negatives.
Social media has been shown to have complex effects on brain function, relationships, and academic performance. According to Dr. Gloria Mark (2023), our average attention span duration has dropped 70% since 2004.
How many times have you zoned out when your lecturer starts making no sense and reached for a scroll or two? It’s easy to become distracted while learning due to these instant dopamine triggers. Research shows that social media usage affects academic performance—students today are less satisfied with higher grades. We require more dopamine to feel rewarded, so even seeing an ‘A’ might not bring the gratification it once did.
The Neuroscience Behind It
So what exactly is dopamine, and why does it have such a notable influence on us?
Dopamine is a type of neurotransmitter—widely recognised as the “feel-good” chemical—produced in the substantia nigra and arcuate nucleus of the hypothalamus. It’s part of the brain’s reward system, and when released, it gives us that temporary sense of pleasure (PMC, 2015).
According to Stephanie Watson (Harvard, 2024), dopamine is tied to reinforcement. This explains why we keep scrolling… and scrolling… and scrolling.
There are countless dopaminergic stimuli built into social media:
– The unpredictability of virality
– Floods of likes and comments
– Tailored infinite feeds
Each one delivers a “feel-good” hit to the brain. These platforms are designed to be addictive, using psychological tactics that exploit the brain’s reward system to maximise engagement.
For example, TikTok previously hid the clock on screens to prevent users from tracking how long they’d been using the app.
But this constant exposure to dopamine-rich content has a cost:
The brain tries to neutralise the flood by reducing dopamine transmission. Over time, this drop dips below the baseline level—leading to a chronic dopamine-deficit state. This makes it harder for users to feel pleasure naturally.
Scrolling vs Substances
Scrolling has become the new high—it’s arguably the most accessible “substance” on the planet, available anytime, anywhere.
Shockingly, the brain’s response to social media can mirror drug usage.
Dr. Osman Shabir (2020) explained that drugs like cocaine and heroin increase dopamine through a similar mechanism—by blocking dopamine transporters. Normal dopamine neuron firing is around 5Hz, but with substances like heroin, this can shoot up to >30Hz bursts.
As with drugs, social media can alter neuronal firing. But let’s be clear: not everyone who uses social media—or drugs—becomes addicted. But the patterns are eerily similar.
Relationships and ‘Phubbing’
Social media doesn’t just affect your brain—it affects your relationships.
Ever been mid-convo and the other person just… picks up their phone?
That’s called phubbing (phone snubbing), and it’s becoming more common. A VitalSmarts study (2014) found that nearly 90% of people reported deteriorated relationships due to insensitive tech use.
People lose focus, stop engaging, and drift away—even from the ones they care about most. While online communication is stronger than ever, in-person connection is suffering.
Phones have become our constant companions. But at what cost? The inability to stay present leaves others feeling isolated, which only drives more screen time—fueling the cycle.
Setting Boundaries
This conversation has sparked important debate about boundaries in our relationship with technology.
In France, the El Khomri Law (2016) introduced the “right to disconnect”—giving workers protection from digital contact outside of work hours. This law respects personal and family life, setting a precedent for balancing the digital and physical worlds.
Social media helps and harms in equal measure.
It offers entertainment and connection—but also leads to dopamine deficits and emotional disconnection.
In this fast-paced digital age, we need to set boundaries and be mindful of how we use technology.
If you’ve made it to the end of this article: congratulations.
You beat the urge to scroll.
You stayed present.
You just might be the proof that our attention spans aren’t entirely doomed after all.
