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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
- Veröffentlichungsjahr: 2018
Authors Imran Rashid and Soren Kenner have sparked an international debate by revealing the "mind hacks" Facebook, Apple, Google, and Instagram use to get you and your children hooked on their products. In Offline, they deliver an eye-opening research-based journey into the world of tech giants, smartphones, social engineering, and subconscious manipulation. This provocative work shows you how digital devices change individuals and communities for better and worse. A must-read if you or your kids use smartphones or tablets and spend time browsing social networks, playing online games or even just browsing sites with news and entertainment. Learn how to recognize 'mind hacks' and avoid the potentially disastrous side-effects of digital pollution. Unplug from the matrix. Learn digital habits that work for you.
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Table of Contents
COVER
ACKNOWLEDGMENTS
Introduction: Offline
Are You Being Digitally Manipulated?
Access to Your Attention Has Become a Commodity
Technology Is Good. But Use it Carefully!
How This Book Is Structured
Notes
Chapter One
A Tsunami of Technological Transformation
Imperceptible Change
Because Your Eyeballs Are Worth It
Social Media: The Global Village
Tackling the Onslaught of Information
Notes
Chapter Two
A Fire Upon the Deep
Developing Bigger Brains Was an Evolutionary Gamble
The Three Layers of Your Brain
Prefiltering and Neuroplasticity: Your Adaptable Brain
Is Your Consciousness Time-Shifted?
To Be or Not to Be Conscious
Out of Control
Is Consciousness a Question of Being in the Spotlight?
Models Are Not Reality
The Hard Question of Consciousness
The Social Brain
Notes
Chapter Three
The Billion Dollar Question
Dopamine: Sex, Drugs, and Rock 'n' Roll?
Oxytocin: Humans Need Humans
Does Your Family Suffer from Technoference?
Being Able to Defer Gratification Is Crucial
What We Actually
Do
Know about Impulse Control—And About Losing It!
Do Smartphones Affect Human Self-Control?
Notes
Chapter Four
The Human Information Factory
The Limited Working Memory
The Sorting Task
Information Processing
Would You Dare to Be a Passenger in a Car Driven by a Distracted You?
Excuse Me, Do You Have a Minute?
Smartphones and Feelings
A Quick Pit-Stop Before Heading into the Land of Dragons
Notes
Chapter Five
One Great Big Online Market
B.J. Fogg and the Stanford Persuasion Lab
Let's Take a Look at B.J. Fogg's Model as It Is Being Used Today…
Your Phone Is a Slot Machine!
What Do the Companies Targeting You See?
Your Personality Can Be Predicted with Great Accuracy
The Cambridge Analytica Scandal
How You Are Captured and Converted
Multivariate Testing—Helping Consumers Capture Themselves
The Strange World of Tracking Pixels, Cookies and Remarketing
All Aboard the Consumer Journey Train
The Horrible Dark Patterns
How Google Skews Your Search Results
Notes
Chapter Six
Stress, Low Self-Esteem, Anxiety and Sleep Disturbances
Smartphones and Social Media Can Lead to ADHD in Adolescents
Can Use of Social Media Be Addictive?
When Addictive Design and Basic Human Social Traits Clash
The Effects Are Not Just Physiological or Psychological
Echo Chambers and Confirmation Bias
When Confirmation Bias Leads to Cognitive Dissonance
The Sharp Decline in Empathy
The Changing World of Youngsters
Cyberbullying
In Conclusion: The Road Ahead Is All About the Choices You Make!
Notes
Chapter Seven
Making Changes Is Not Easy!
Change Means Doing Things Differently
Step 1: Life Stories
Step 2: Mapping out Your Habits and How You Spend Your Time
Step 3: Identify Triggers & Cues
Step 4: Plan Your Countermove and Start Acting
Troubleshoot Failure
In Summary: It's Not Rocket Science, but It's Not All That Easy Either
Teaching Your Children Sensible and Healthy Digital Habits
The Underlying Psychological Principles
Entering the Zone—Learning to Focus
Deliberate Practice
In Conclusion: It's Simple, but It's Not Easy
Notes
EPILOGUE
Notes
INDEX
END USER LICENSE AGREEMENT
Guide
Cover
Table of Contents
Begin Reading
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E1
“OFFLINE presents an insightful and convincing argument for the need for humans and societies to protect the most valuable resource of our time: attention.”
Jens Hjorth-Larsen, Consultant, 29 years, no kids.
“Crazy that it's only when you change your bad habits and lifestyle that you realize how little you lived life before.”
Mette Stryhn, CEO and Mother of three.
“An amazing, easily understandable book, providing both a significant eyeopener for your own behavior and a tangible help for a healthier digital life.”
Kim Sylvestersen, Section Manager, Father of one.
“What an eyeopener! Taught me how to get a healthier relationship with my smartphone.”
Anders Røpke, Wind Power Lab CEO and Father of two.
“If your children use smartphones, you need to read this book!”
Teresa Egballe, Municipal Manager and Mother of three
“Required reading for any parent with smartphone-kids.”
Søren H. Mohr, CEO, Father of two.
“Is your phone in control of your life? Read this book and find out!”
Niklas Laugesen, CEO at Napp.
“Made a huge impact on me and I'm grateful that I got the message.”
Lotte Thor Høgsbjerg, Founder SPIB media, Mother of two.
“Wow! I had no idea about how powerful these brain-hacks are. Must read!”
Tone Folkedal, GP, Mother of two.
“What a well written wake-up-call! Now I understand why it has been so hard to get away from my smartphone. Thanks!”
–– Sarah Thorngreen Auken, Mother of two and parish priest.
“Shows you how to get the most out of being online without being sucked into wasting your time. Great for families with kids.”
Maria von Würden, Registered nurse, Mother of two.
“My two kids change their behavior if they spend too much time online. Now I understand why and have set easy to follow rules for how and when they are online”
Charlotte Just Nielsen, Selfemployed and Mother of two.
“Wow. What a wake up call. Today I recommended this book to my patients and have become much more aware of how my own family uses smartphones and ipads.”
Michael Hejmadi, MD, GP and Father of two.
“Canned social recognition. What a sharp insight. This book is a must-read! Our public sector and kids need to be made more aware!”
Mette Ernlund, PhD and Mother of two.
“Loved the book and the theories – almost felt guilty reading as an ebook on my smartphone….”
Jens Balle, Sales Rep. and Father of three.
“Learn how to get the online world to work for you without being tricked and trapped into its addictive design. Recommended reading.”
Amira Saric, CSR-specialist and Mother of three.
“Thought provoking. Made me put my phone away and start prioritizing what's important for me and my family”.
Kasper Mortensen, Prepress Technician and Father of three.
Offline
Free Your Mind from Smartphone and Social Media Stress
Imran Rashid
Soren Kenner
This edition first published 2019
© 2019 Imran Rashid and Gerald Soren Kenner
Registered office
John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom
For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.
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Library of Congress Cataloging-in-Publication Data is available.
ISBN 978-0-857-08793-5 (paperback)ISBN 978-0-857-08794-2 (ePDF)ISBN 978-0-857-08792-8 (ePub)
Cover Design: WileyBrain Image: © Denis Maliugin/Shutterstock,Cord Image: © CW craftsman/Shutterstock
Imran: Thanks to my two kids Sarah and Isak for letting me witness the miracle of two incredible, fantastic human beings growing up. Every single day with you guys is a gift. And also a big thank you to my wife Naomi. Without you, I wouldn't be me.
Soren: Thank you to my wonderful Helen, Sarah, and Thomas for patience and encouragement, for putting up with my being distracted and for the many good discussions around the dinner table (even if I do have to Messenger you all to get anyone to show up).
ACKNOWLEDGMENTS
This book could not have been written without input from experts in many different fields. In particular we would like to thank Professor of Neurobiology Albert Gjedde (Center of Neuroscience at Copenhagen University); Jacob Geday, MD (neurologist and neuroscience researcher); Anette Prehn, MD (sociologist and science communicator), and Kristian Moltke Martiny, PhD (post-doc at the Center for Subjectivity Research, Copenhagen University) for taking time to review and critique our work. Thank you to Martin Booe for outstanding editorial consultancy, to Sarah Kenner for editing input and pointing out Ben Okri, and to Karen Weller for quick and pinpoint accurate copy-editing. You have made this a better book than it otherwise would have been. It goes without saying that any remaining errors and flaws are ours.
Introduction: Offline
If this book caught your attention, then you're already concerned about the effect digital devices are having on your life. You've read about younger people who have thousands of friends on Facebook but no real-life social skills. You've got a good sense that distraction is not good and that you can waste a lot of time reacting to notifications, unnecessary texts, and selfies your cousin blasts you from Ibiza. You can now order your coffee with an app, thus saving you at least 45 seconds of interaction with a human intermediary. But what have we really gained?
You don't have to be a psychologist to see that smartphones and tablets are changing the way we act and interact with each other, and not necessarily in a good way. But have you considered that smartphones are even changing the way we walk? Think about this: if you compare footage of people walking down a street 20 years ago with what you see today, you'll see that the human gait has changed. Twenty years ago, people walked with their heads mostly up and their eyes focused on the territory before them, scanning side to side for potential dangers, or possibly friends, and not uncommonly a potential romantic partner. (This quaint folk practice was commonly known as “watching where you're going”!) Today, the head is down, the shoulders are forward, the spine folds inward and the lower back juts out. All of these postural adjustments are brought to us by the smartphone we're holding out in front of us as if it were a recently added body part. The funky smartphone dance is already an orthopedical disaster that will soon be felt in the neck and pelvis, but that's not half of it.
First, it hardly needs to be said that a city walk with your eyes glued to your smartphone boosts your chances of getting run over by a car or a truck. That's because your physical environment now is of only secondary concern because your attention is on your device. It's not all that different from walking through a jungle and not paying attention to tigers, or not paying any attention to your tribal members warning you about tigers because you're totally fixated on something that has nothing to do with your immediate environment.
So, to conserve energy, the brain shifts into a primal scan mode that alerts it only to the threat of physical danger––but not even doing that very well. But that's still not even half of it.
Do you feel the chill at your local cafe, where the friendly banter has been replaced by gloomy silence? Meanwhile, the room is jittery with the flash of dozens of small, bright electronic screens. Almost everyone is entirely absorbed by their smartphone or tablet navigating their own private online bubble. At the playground, parents on benches are staring into smartphones while their kids unsuccessfully try to get their attention. Even at restaurants or dinner at home it is not uncommon to see friends and families all glued to their smartphones.
Yes, smartphones and social media deliver a lot of goods, literally and figuratively. But it's also becoming clearer day by day that our digital fixation is depleting our nervous systems individually and collectively. Digital devices have cast a chill over human relationships and interactions that we are only just starting to recognize, let alone understand or counteract. Maybe now is the time for a digital counter-revolution?
Our global adoption of digital technology happened in an extraordinarily short span of time, such that it has summarily outpaced our ability to absorb it on a cultural level as well as a neurological one. Maybe it's time to unplug from the matrix for a while and assess the damage wrought as well as the benefits brought to us by our new digital lifestyle.
We initially decided to write this book because we felt trapped by smartphones constantly clamoring for our attention and constantly pulling us away from what was happening here and now in the real world. But as we probed deeper into the research and observed what was happening around us, we came to understand that the problem extends profoundly beyond time management issues.
That discussion sparked a book in Danish titled SLUK (meaning, “Turn It Off!”) about the effects of being constantly connected and online. The book was on the national bestseller list for 18 months. It sparked a heated debate in Denmark and has led to the establishment of a government panel on stress and digital habits and the decision to fund more research into the area.
What started out as SLUK eventually became this book, Offline, that presents a much deeper look into digital behavior and its consequences. As we began sifting through an ever-growing body of research that connects smartphones and social media with stress, sleep disturbances, concentration issues, decision fatigue, escapism, cognitive bias and so on, we came to realize four things:
The sheer size of the industry servicing us with smartphones, social media, games, news, and so on. Companies like Apple, Google, Facebook and Amazon are essentially empires with economies that rival those of many countries.
That in the twenty-first century, the power of
attention
has become an incredibly important commodity because in essence it fuels all online shopping. The longer these companies can keep your eyeballs glued to the screen looking at their product, the more money they make. This may be good business but may be not so good for you.
That extended and uncontrolled use of smartphones, social media, online gaming and the like have serious consequences in terms of your ability to focus, concentrate, learn, connect and be in the real world.
That a significant cause of these issues is the consistent use of “brain hacks,” also known as addictive design, in the technology you use. These “hacks” are designed to install “triggers” that you are not consciously aware of, but which create an urge to be online, to check notifications and mail, or to scroll endlessly through social media newsfeeds.
All leading to a syndrome we have named DFRAG (digital fragmentation syndrome). This term describes a condition where the human experience of time, space and consciousness is constantly fragmented through digital interactions. When humans constantly lose sight of who they are, where they are and what their conscious goal is, we believe this leads to serious biological, psychological and social symptoms. DFRAG is what happens when you start using technology because you want to, but end up using it because you can't resist doing so because a number of triggers have been installed into the more automated thought and behavior patterns in your brain and are now making it difficult for you to function at optimal levels––making it hard to be at your best, whether in terms of family life, your work or your leisure time.
And yes––this is something that we will document as you read on!
Are You Being Digitally Manipulated?
It is hard, if not impossible, to imagine life without the Internet, but perhaps even harder to fathom how very suddenly and very recently this all happened. Amazon was founded in 1994, Google in 1998, Facebook in 2004, YouTube in 2005, Twitter in 2006 and Instagram in 2010.
Today these companies are fixtures in our world and through them everything seems to be just a click or two away. A human being with an internet connection and a credit card can have practically anything delivered with the click of a mouse. There is more to do, more to choose from and many more ways of sharing than ever before.
By 2019 more than 5 billion people will have smartphones and there will be around 1.5 billion tablets in the world. We will be just short of 8 billion people on the planet and almost half of us––3.7 billion––will have internet access. More than one-third of the world's population will be using one or more social networks to keep in touch with friends, exchange ideas, watch videos, play games, take quizzes, join groups, collect likes and post photos.
Soon there will be 6 billion smartphone users in the world. That's pretty much 75% of the total global population.
A funny thing didn't happen on the way to Digital Oz, though. Until recently, nobody really stopped to ask what the mental, physical and social effects of all of this online activity would be. The mere existence of these platforms has been earth-shaking––that much was apparent from the beginning.
However, nobody particularly wanted to ask an uncomfortable question: What happens to your mind when digital marketers start manipulating your brain chemistry through digital devices, which you carry around at all times, always available and always turned on?
It is amazing how unquestioning most of us are with regard to our relationship with our devices.
Think about it for a second: Is your smartphone the first thing you see in the morning and the last thing you see before sleeping? Have you become easier to distract over the past couple of years? Has it become harder to read longer texts than it used to be? Do you check your mail or social media while watching TV or even when driving your car? Do you feel the urge to repeatedly check your phone, even when you know that nothing new has arrived? Have you ever felt vibrations from your pocket and whipped out your phone just to discover that it was just your mind playing tricks on you (a phenomenon known as phantom pocket vibrations1)?
Every one of these symptoms and many more are the clear consequences of the already mentioned DFRAG syndrome––the scary side effect of the digital manipulation strategies being used against you by large tech companies. Hundreds of millions of people are experiencing this new form of digital pollution and its effects can be just as toxic to the body and mind as contaminants elsewhere in the environment.
In short, your smartphone has become a platform for advanced “mind hacks” designed to capture and keep your attention fixed in order to resell it to advertisers, using a set of approaches collectively known as “addictive design.” The battleground: smartphones, tablets, and laptops. The armies: providers of attention-seeking social media, games, search and other online services. The casualties: basically, every single important human activity worth paying attention to or spending time on, such as close relations, work, parenting, recreational activities, reading or sleep.
Access to Your Attention Has Become a Commodity
You may not be shocked to learn that there's a lot of money at stake in this quest to commodify attention. In 2017, advertisers paid more than $200 billion to gain access to your attention (Google got $109 billion of that and Facebook $40 billion). During the same period, consumers spent almost $500 billion buying smartphones, tablets and laptops.
Source: Visual Capitalist/Business Insider.
Addictive design may just be the natural progress of smart business, but in regard to our digital devices, the old phrase caveat emptor––“let the buyer beware”––was never more relevant. When it comes to addictive design, no one is going to level the playing field between marketer and device owner, but each of us individually. That's why it's important to be able to identify addictive design before an app or platform gets its hooks into your brain stem––which, as you will see, it literally does. The “what happens in an internet minute”-graph shows you that the amount of information aimed at human eyeballs at any given moment is almost inconceivable. Remember, not a single piece of information originates in the digital world without eventually being processed, analyzed and responded to by human beings. Meaning that the actual fuel used to drive the digital transformation in our modern world is in fact our limited mental resources.
Once you understand how addictive design works and what it does to you, you will have no trouble identifying it on your smartphone, tablet or laptop. It comes in many disguises: notifications, emojis, cliffhangers, pickups, forever-scrolls, fear-of-missing-out and other effects. All of these are designed to spark your curiosity and to start up a shooting match with your dopamine triggers and set off a new cycle of craving–action–reward. This effect, often known as “stickiness,” is of obvious value to the companies that vie to capture and resell your attention––but as it turns out it also causes stress, tampers with your attention span, reduces your ability to concentrate and focus and leads to a distorted view of the world––and maybe even yourself!
Technology Is Good. But Use it Carefully!
Technology is always a double-edged sword. Conscious use of it toward a positive and focused goal can do enormous good, while continuous idle use is probably not going to lead anywhere good.
On a global scale, technological advances, competition, free markets and increased trade have altogether provided and continue to provide incredible benefits––the world as we know it today is richer than ever before. It has less poverty, less hunger, less illness, less violence (truly—despite the impression the media may have given you) and delivers a better quality of life, more hope, more education and more democracy than ever before.2
Most people realize that spending your life on the couch eating junk food, smoking cigarettes and drinking gallons of alcohol will shorten your life3 while eating a healthy diet and exercising regularly bestows a longer life span. But did you know that you boost your longevity even more by having close relationships with friends, family, partners or even pets?4 And shouldn't this fact alone make us take a closer look at the extent to which the lightning quick near-universal adoption of digital devices in developed countries poses a threat to our ability to form close relationships and bond with other humans in real life?
Few, if any, foresaw the emergence of the massive “digital pollution” we all face today as a result of an almost exponential growth in the tech industry driven by commercial incentives to distract as many people as much as possible for as long as possible, or the resulting DFRAG-syndrome. DFRAG is a term we've coined to describe the contamination of our psycho-social environments and cognitive abilities and while the dangers of digital pollution may not yet be recognized by the general public to the same extent as other unhealthy lifestyle choices, research into the area over the last 10 years has been extensive, and there is no doubt that the potential detrimental effects are significant and grave.
In fact, we in no way feel like we're going out on a limb by calling this a “syndrome”––DFRAG (digital fragmentation syndrome) does indeed have a specific and demonstrable effect on your power of attention, your ability to concentrate and your ability to make conscious choices.
Here are some of the most common DFRAG symptoms resulting from extended exposure to digital pollution:
Physiologically
Sleep disturbances. Poorer sleep quality and less of it.
“Skin hunger” leading to psychological symptoms by lack of touches or hugs by others.
Neural rewiring. Changes in how your brain works over time, a particular concern for children.
Increased stress levels. Significant increase in physical stress levels.
Reduced ability to recover from stress measurable in the body's level of stress hormones.
Less physical activity due to screen time.
Less sex and intimate relations.
Psychologically
Reduced mental agility. Decision fatigue and mental overload.
Diminished impulse control. Increased level of impulsive behavior.
Problems making decisions. Increased number of “automated responses.”
Diminished attention span. Problems maintaining focus.
Increasingly reactive behavior. Less proactive behavior.
Reduced creativity and imagination.
Decreased self-confidence. Feeling less in control.
Lower self-esteem. Makes you feel your life isn't interesting enough.
Socially
Diminished empathy. Becoming less able to empathize with others.
Reduced social interaction. Moving from the “real world” into the online sphere.
Increased polarization. Increased participation in negative “tribal” behavior.
Increased feelings of loneliness. Fear of being left out.
Increase in antisocial traits. Diminishing of societal coherence.
Reality distortion. Cognitive dissonance. Echo-chamber effects.
As you will come to realize, these disturbing symptoms of digital pollution are not caused by some “evil big business conspiracy” nor are there any “mad geniuses” out there purposefully making designs that stress you out. What is happening is in some ways worse. It is the unintended and unpredicted consequence of the meeting between a fragile human cognitive sensorium developed by three million years of evolution consisting of an ongoing adaptation by the brain to the physical and mental environment and more than 60 000 years of socialization with a new technology that uses Big Data and constant optimization by algorithms to globally co-opt, influence and modify a large number of the basic thought and behavior patterns that our behavior, our identity and our culture are based on!
Digital pollution is insidious and not always perceptible. The fact that it came upon us practically in one fell swoop overnight means we adapted our behavior to it, rather than adapting the device to our actual needs. The other thing we didn't know was that the device reciprocates our embrace of it by “rewiring” our brains to suit its own purposes. This is not exactly what most people would consider a fair trade-off. Especially so in light of the fact that we have no idea what the long-term consequences are of this rewiring.
We will document that this impact of pervasive smart technology in our society is invasive and potentially dangerous.
The point of this book, however, is not to usher in a new age of technological Luddism, nor argue that technology is inherently bad. Rather, we want to deliver a nuanced and research-based understanding of the effects of digital pollution that will support a more conscious relationship to a device that has enormous transformative power—in both positive and negative ways, depending on the user and the usage.
