We often feel compelled to share disturbing images and news we encounter online. Especially when we see images of people being mistreated, harmed, or killed, we want everyone to know about it as quickly as possible. The easiest action, often chosen impulsively, is to click the "share" button. We believe this will raise awareness about the issue, giving us a sense of relief. However, examining the basic circuits of our brain reveals a different picture.
Our brain has two crucial regions influencing our decisions. One is the nucleus accumbens, a small region hidden deep within the brain. It functions as the "reward detection" center. When we do something that gives us satisfaction—such as eating delicious food, tasting something sweet, smoking, or receiving social approval—this area becomes active. Its activation triggers the release of dopamine, a hormone that creates a temporary feeling of satisfaction and relief. We want to repeat anything that stimulates this system because dopamine makes us feel good.
The second region is the anterior insula, located deep within our temporal lobes. This area activates when we experience negative emotions. For instance, when we encounter a bad smell, see or hear something unpleasant, this region makes us feel uncomfortable. Research shows that people are more likely to donate when they see photos of environmental destruction compared to regular nature photos. Images of deforestation or a dusty quarry, for example, stimulate the anterior insula, making people feel uneasy and prompting them to donate more to escape this discomfort.
This reflex, triggered by the insula, involves some of the oldest parts of our brain and is vital for our survival. It helps us avoid rotten food and seek fresh sources or suitable living conditions. Therefore, the insula's activation is a powerful, life-saving stimulus that drives us to act immediately without much thought.
Now, let's consider the shocking images and news we share online. When we first see them, they stimulate our anterior insula, causing negative emotions and urging us to act. Since we can't directly remove these images, our reward system seeks a way to alleviate the discomfort. Social networks offer an easy solution: sharing the image with the world at the click of a button. This is the quickest response, which is why many of us impulsively share these "stimuli" without much thought.
The "Keyboard Activist" Brain
The real issue arises after sharing. The satisfaction of spreading the disturbing image to everyone we know, and the reactions and new shares it generates, activate our reward system. This shortcut triggers the nucleus accumbens, helping us escape the initial discomfort and giving us a sense of temporary satisfaction. However, frequent sharing desensitizes us and diminishes our internal drive to seek real solutions. Thus, many of us become "keyboard activists," content with merely sharing our thoughts or findings online.
What should we do? When told not to share everything online, many people react defensively, viewing it as a matter of freedom. Similar feelings occur when someone tries to quit smoking or another addiction: while everyone else continues freely, the person quitting feels compelled to stay away. This is a trick of the brain's reward system. The reality is, you're freeing yourself from a habit that exploits your reward system. But without the stimulus, you feel a sense of dissatisfaction, making you feel less free than others. These "withdrawal symptoms" make quitting difficult.
Online sharing works through the same hormones and brain systems, carrying a significant potential for addiction. Relieving yourself with a single "click" is a luxury many find hard to give up. Recognizing this as an addiction issue, not a matter of expression or communication, makes it easier to address.
The solution is simple. Resist the urge to immediately share everything you see, hear, or think online. Instead, focus your attention on solving real-life problems, especially those that directly affect your immediate surroundings. As you start creating solutions in real life, you'll realize the mental reward is much greater than the temporary satisfaction from online sharing. You'll better understand what you miss out on by impulsively sharing.
Based on my personal experience, this strategy is worth trying.