Richard Seymour

“If the social industry is an addiction machine, the addictive behaviour it is closest to is gambling: a rigged lottery. Every gambler trusts in a few abstract symbols – the dots on a dice, numerals, suits, red or black, the graphemes on a fruit machine – to tell them who they are. In most cases, the answer is brutal and swift: you are a loser and you are going home with nothing. The true gambler takes a perverse joy in anteing up, putting their whole being at stake. On social media, you scratch out a few words, a few symbols, and press ‘send’, rolling the dice. The internet will tell you who you are, and what your destiny is through arithmetic ‘likes’, ‘shares’ and ‘comments’.”
― Richard Seymour, The Twittering Machine

“Yet, we are not Skinner's rats. Even Skinner's rats were not Skinner's rats: the patterns of addictive behavior displayed by rats in the Skinner Box were only displayed by rats in isolation, outside of their normal sociable habitat. For human beings, addictions have subjective meanings, as does depression. Marcus Gilroy-Ware's study of social media suggests that what we encounter in our feeds is hedonic stimulation, various moods and sources of arousal- from outrage porn to food porn to porn- which enable us to manage our emotions. In addition that, however, it's also true that we can become attached to the miseries of online life, a state of perpetual outrage and antagonism. There is a sense in which our online avatar resembles a 'virtual tooth' in the sense described by the German surrealist artist Hans Bellmer. In the grip of a toothache, a common reflex is to make a fist so tight that the fingernails bite into the skin. This 'confuses' and 'bisects' the pain by creating a 'virtual center of excitation,' a virtual tooth that seems to draw blood and nervous energy away from the real center of pain.

If we are in pain, this suggests, self-harming can be a way of displacing it so that it appears lessened- event though the pain hasn't really been reduced, and we still have a toothache. So if we get hooked on a machine that purports to tell us, among other things, how other people see us- or a version of ourselves, a delegated online image- that suggests something has already gone wrong in our relationships with others. The global rise in depression- currently the world's most widespread illness, having risen some 18 per cent since 2005- is worsened for many people by the social industry. There is a particularly strong correlation between depression and the use of Instagram among young people. But social industry platforms didn't invent depression; they exploited it. And to loosen their grip, one would have to explore what has gone wrong elsewhere.”
― Richard Seymour, The Twittering Machine