screen addiction
::
based on biological orienting response
Scientists have been studying the effects of television for decades,
generally focusing on whether watching violence on TV correlates
with being violent in real life. Less attention has been paid to
the basic allure of the small screen --the medium, as opposed to
the message.
To track behavior and emotion in the normal course of life, as
opposed to the artificial conditions of the lab, Kubey and Csikszentmihalyi
used the Experience Sampling Method (ESM). Participants carried
a beeper, and we signaled them six to eight times a day, at random,
over the period of a week; whenever they heard the beep, they wrote
down what they were doing and how they were feeling using a standardized
scorecard. People who were watching TV when we beeped them reported
feeling relaxed and passive. The EEG studies similarly show less
mental stimulation, as measured by alpha brain-wave production,
during viewing than during reading. What is more surprising is that
the sense of relaxation ends when the set is turned off, but the
feelings of passivity and lowered alertness continue.
What is it about TV that has such a hold on us? In part, the attraction
seems to spring from our biological "orienting response." In 1986
Byron Reeves of Stanford University, Esther Thorson of the University
of Missouri and their colleagues began to study whether the simple
formal features of television --cuts, edits, zooms, pans, sudden
noises-- activate the orienting response, thereby keeping attention
on the screen. By watching how brain waves were affected by formal
features, the researchers concluded that these stylistic tricks
can indeed trigger involuntary responses and "derive their attentional
value through the evolutionary significance of detecting movement....
It is the form, not the content, of television that is unique."
In the years since Reeves and Thorson published their pioneering
work, researchers have delved deeper. Annie Lang's research team
at Indiana University has shown that heart rate decreases for four
to six seconds after an orienting stimulus. In ads, action sequences
and music videos, formal features frequently come at a rate of one
per second, thus activating the orienting response continuously.
Although much less research has been done on video games and computer
use, the same principles often apply. >from *Television
Addiction By Robert Kubey and Mihaly Csikszentmihalyi*, Scientific
American, february issue, 2002
|