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City lecture in Selb: Why we like to use social media so much and so often

On October 1, 2024, the continuation of the successful city lecture series of Hof University of Applied Sciences took place in Selb. Under the title “Why we always have to reach for our cell phones: A look at online psychology”, around 50 interested guests found their way to the Selb Spektrum.

Welcoming many interested people to the first city lecture of Hof University of Applied Sciences in Selb: Vice President Prof. Dr.-Ing. Valentin Plenk, Prof. Dr. Viktoria Bachmann, Katrin Müller and Selb’s Lord Mayor Uli Pötzsch; Image: Hof University of Applied Sciences;

Business psychologist Prof. Dr. Viktoria Bachmann guided the guests through the neuro-psychological aspects behind social media and their online offerings. “We spend so much time on social media because it satisfies our basic needs,” she explained.

We are very happy about the contribution of Hof University of Applied Sciences to the Selb Cultural Center.

Uli Pötzsch, Mayor of Selb

Basic needs and sales tricks on the internet

A key topic was the question of why social media is actually free. It became clear that our data and the time we spend on online platforms is monetized through advertising. The speaker explained the sales tricks behind the platforms as well as the mechanisms that serve basic human needs such as social relationships and belonging, but also pleasure, problem solving, a feeling of pseudo-control via so-called “doomscrolling” and the construction of one’s own self-image. Doomscrolling is the constant consumption of negative news.

Healthy digital habits

Another exciting point was the discussion about harmless games such as Candy Crush and their connection to addiction. Participants learned about strategies to develop healthy online habits and find a digital balance. “We do things that benefit us,” she explained, talking about the dopamine that is released during positive experiences. The lecture also shed light on the phenomenon of habituation: messages on WhatsApp that bring joy or are exciting lead to the habit of checking for WhatsApp messages, even if the user is aware that there are none. The speaker warned of the dangers of conditioning even in children. The discussion that followed was lively and focused on digital skills in different generations, the formation of opinion bubbles and digital devices in the classroom.

The City Lecture is our way of stimulating a fact-based discussion with society.”

Prof. Dr.-Ing. Valentin Plenk, Vice President Research Hof University of Applied Sciences

You can find information on other city lectures here…

Katrin Müller
Anne-Christine Habbel

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