Why we can’t stop scrolling

The endless scroll, a ubiquitous feature of modern digital life, often leads to a state of cognitive dissonance, where awareness of its detrimental effects clashes with the persistent urge to continue. This cycle of emotional exhaustion and compulsive return leaves individuals searching for clarity or relief, often finding that "just one more scroll" rarely satisfies.

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It occurs because of the dissonance between individuals recognising that excessive browsing of negative online content harms their mental health and continuing to engage in the behaviour.

Psychologist Raju Raut explains that doomscrolling exemplifies cognitive dissonance because individuals know excessive negative content harms their mental health yet persist. To alleviate the resulting psychological discomfort, they may rationalize their behavior, convincing themselves it's necessary to stay informed. This internal conflict highlights the struggle between judgment and action.

Doomscrolling can also function as an emotion-focused coping mechanism. Those experiencing loneliness might scroll to feel connected, while individuals facing uncertainty seek news for a sense of predictability. Similarly, a perceived lack of control can drive constant updates, creating an illusion of mastery. However, Raut cautions that this strategy often backfires, increasing anxiety and stress rather than providing lasting relief.

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People experiencing loneliness may engage in doomscrolling to feel more connected to the outside world. Similarly, those facing uncertainty may constantly seek news and information in an attempt to reduce uncertainty and gain a sense of predictability.

The persistence of doomscrolling, even with awareness of its harm, stems from several psychological factors. Cognitive dissonance allows for rationalization, while unpredictable content offers rewarding reinforcement. Furthermore, human evolution has primed us to pay greater attention to negative information, making it exceptionally difficult to disengage from distressing online material. This combination makes breaking the habit a significant challenge.

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Cognitive dissonance leads people to rationalise their behaviour, reducing the psychological discomfort that arises from acting against their better judgment.