“Digital obesity” shortens attention span, weakens memory!

While smartphones, social media platforms, and short video content have become an indispensable part of daily life, experts are warning about "digital obesity". Asst. Prof. Özgün Arda Kuş from the Neuromarketing Master's Program stated that consuming more digital content than necessary creates negative effects on attention, memory, and the reward system over time, and said, "Just as overeating tires the body, digital obesity is a cognitive overconsumption that tires the mind in the same way."

Asst. Prof. Özgün Arda Kuş, Faculty Member of Üsküdar University Faculty of Communication, Public Relations and Advertising Department, and the Neuromarketing Master's Program at the Institute of Social Sciences, drew attention to the issue of "digital obesity".

Digital obesity is consuming more content than needed

Dr. Kuş stated that digital obesity has become an increasingly widespread problem in recent years, and said, "We can define digital obesity as a person consuming much more digital content than they need, and this situation starting to negatively affect their daily life. Continuously getting stuck in social media feeds, losing track of time while scrolling through short videos, or being unable to control unnecessary information consumption are among the most common examples of this situation." 

Stating that digital platforms are at the center of human life today, Dr. Kuş said, "Phones, social media platforms, and digital applications are now at the focal point of our lives. Content is very fast, short, and constantly updated. This causes the brain to continuously seek new stimuli. Notifications, infinite scrolling systems, and algorithms, in particular, aim to keep people on screen for longer periods. Over time, people can unconsciously turn digital content consumption into more than just a habit, and the brain can perceive this as a source of pleasure."

Not every digital obesity is an addiction

Emphasizing that digital addiction and digital obesity are not the same concepts, Dr. Kuş stated, "Digital addiction is related to a person's inability to control screen use and experiencing anxiety or withdrawal when away from the digital environment. Not every case of digital obesity may be at an addiction level, but in the long term, it can lead to problems such as attention deficit, mental fatigue, loss of productivity, addiction, and withdrawal from social life."

Dr. Kuş likened digital obesity to excessive food consumption and said the following:

"I associate digital obesity with an individual eating more food than they need. Just as a person feels discomfort and heaviness when consuming too much food, a similar situation occurs with digital obesity. The main difference is that one affects the physical body, while the other affects the cognitive and psychological structure."

We see a lot but remember very little

Dr. Kuş stated that excessive digital content consumption directly affects the brain's attention, memory, and reward system, and said, "Constant content consumption causes the brain to get used to rapid stimuli and the pleasure derived from these stimuli. Especially short video formats and constantly changing content can significantly reduce attention span. People may find it difficult to focus for long periods, and feelings of impatience can increase. We can observe this more clearly, especially in young people." 

Dr. Kuş stated that intense information flow also creates negative effects on memory, and said, "When the brain constantly encounters new information, it can struggle to process and retain this information permanently. Therefore, individuals may realize that they 'see a lot but remember little'. In short, a person tries to digest much more information than their mind can process."

The brain's reward system starts wanting more

Dr. Kuş stated that the operating principle of social media platforms affects the brain's reward system, and said, "Likes, notifications, and constantly incoming new content create a short-term feeling of pleasure in the brain. A person who regularly and heavily consumes digital content develops a tolerance to it over time. This situation can trigger a desire to consume more content to achieve the same pleasure. The operating principle of social media platforms also strengthens this cycle."

The most important symptoms are attention deficit and the constant urge to check the phone

Asst. Prof. Özgün Arda Kuş, also addressing the early symptoms of digital obesity, said, "The most common symptoms include the constant need to check the phone, attention deficit, spending much more time than planned in front of a screen, sleep irregularities, and withdrawal from real-life activities. Children, adolescents, and young adults, in particular, are considered to be at greater risk. This is because these age groups encounter digital platforms at a much younger age and can be more affected by social media interactions. However, due to the digitalization of work, social life, and entertainment processes, the risk is also increasing among adults today."

We cannot escape the digital world, but we can manage it

Dr. Kuş stated that to balance digital consumption in daily life, screen use must first be acknowledged, and said, "Many people do not realize how much time they spend on their phone screen during the day. Therefore, tracking screen time is an important start. Reducing notifications, especially keeping the phone out of the bedroom at night, and designating certain hours as 'screen-free time' are among the effective methods. Furthermore, social media use needs to be made purposeful. Instead of getting lost in a continuous feed, controlled use for specific periods can be a healthier approach."

Emphasizing that physical activity, face-to-face social relationships, and hobbies maintain digital balance, Dr. Kuş used the expressions, "It is not possible to completely withdraw from the digital world in our age. The important thing is to learn to use it in a controlled, conscious, and balanced way."

Children imitate what they see, not what they are told

Dr. Kuş stated that families should be role models for children regarding screen use, and concluded his words by saying, "Children imitate what they see much more than what they are told. Parents who constantly use their phones may not be sufficient in simply setting screen limits for their children. Because children imitate what they see. Furthermore, parents giving a phone or tablet to a child to occupy themselves or to calm them down also poses a great risk for the child's future. Families need to adopt a guiding approach rather than a prohibitory one. Establishing screen rules with children, engaging in shared activities, and evaluating digital content together can yield healthier results. Additionally, directing children towards sports, art, and social activities can help establish a healthier balance between digital life and real life."