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Washington State University neuroscientist Jaak Panksepp describes a compelled behavior he calls the “seeking drive.” When humans (indeed, all mammals) receive stimulation to the lateral hypothalamus (this happens every time we hear the ping of a new e-mail or hit return to start a Google search), we are caught in a loop “where each stimulation evoke[s] a reinvigorated search strategy.” See Jaak Panksepp,
Affective Neuroscience: The Foundations of Human and Animal Emotions
(Oxford: Oxford University Press, 1998), 151. The implication is that search provokes search; seeking provokes seeking. Panksepp says that when we get thrilled about the world of ideas, about making intellectual connections, about divining meaning, it is the seeking circuits that are firing.
In an article in
Slate
, Emily Yoffe, reviews the relationship between our digital lives and how the brain experiences pleasure. She says:
Actually all our electronic communication devices—e-mail, Facebook feeds, texts, Twitter—are feeding the same drive as our searches.... If the rewards come unpredictably—as e-mail, texts, updates do—we get even more carried away. No wonder we call it a “CrackBerry.” . . .
[Psychologist Kent] Berridge says the “ding” announcing a new e-mail or the vibration that signals the arrival of a text message serves as a reward cue for us. And when we respond, we get a little piece of news (Twitter, anyone?), making us want more. These information nuggets may be as uniquely potent for humans as a Froot Loop to a rat. When you give a rat a minuscule dose of sugar, it engenders “a panting appetite,” Berridge says—a powerful and not necessarily pleasant state.
See Emily Yoffe, “Seeking How the Brain Hard-Wires Us to Love Google, Twitter, and Texting. And Why That’s Dangerous,”
Slate
, August 12, 2009,
www.slate.com/id/2224932/pagenum/all/#p2
(accessed September 25, 2009). See also Nicholas Carr, “Is Google Making Us Stupid?”
The Atlantic
, July-August 2008,
www.theatlantic.com/doc/200807/google
(accessed November 20, 2009), and Kent C. Berridge and Terry E. Robinson, “What Is the Role of Dopamine in Reward: Hedonic Impact, Reward Learning, or Incentive Salience?”
Brain Research Reviews
28 (1998): 309-369.