The Power of Us

Science Friday: What Does Technology Do To Our Brains (And Why Should We Care)?

Can all the hours we spend online rewire the circuitry of our brain?

A UCLA study released this week began to answer that question, showing that searching the Internet helps to keep older brains agile. “Our study shows that when your brain is on Google, your neural circuitry changes extensively,” Gary Small, director of UCLA’s Memory & Aging Research Center, told the San Francisco Chronicle this week.

Basically, the study shows that when the brain spends more time on technology-related tasks and less time exposed to other people, it drifts away from fundamental social skills like reading facial expressions during conversation.  Thus, brain circuits involved in face-to-face contact can become weaker, the study suggests, leading to social awkwardness, an inability to interpret nonverbal messages, isolation and less interest in traditional classroom learning.

The study is part of a growing field of research that looks at effects of technology on the brain.  With only a few studies complete, however, there is little consensus as to whether technology has a positive or negative effect on the brain and ultimately what that means to how humans operate.  The reality, of course, is technology has both positive and negative effects – but I am not a scientist so I can’t back that statement up with any data.  What is already clear is that people believe technology can sharpen the functioning of their brain – and they are playing Nintendo’s Brain Age and similar video games to prove it.

There is also a new area of study emerging that focuses on the psychological impacts of technology on our society.  This area of focus, known as Media Psychology, explores how people understand, use, and respond to our increasingly technology-centric and media-rich world.  Researchers argue that by identifying potential benefits and problems that technology and media create in terms of our social interactions and behaviors, we can focus on how to develop media that has impacts behavior in a positive way, such as around literacy.

Why is this important?  Many believe studies like the one conducted by the UCLA researchers will yield more insight into the causes of Alzheimer’s disease and ways to more effectively treat or prevent it for example.  With little understanding or ability to combat the effects of Alzheimer’s, and cases expected to quadruple by 2050, even minimal progress could have a huge impact on people’s lives.  On the Media Psychology side, with technology now playing an increasingly important role in our society, and little evidence that the influence that technology plays will wane any time soon, how we motivate action and impact behavior must be reconsidered.  Everything from how children learn to what is needed to build social movements will have to be approached differently going forward.

No time to waste.

Brian Reich

Brian Reich

Brian is Managing Director of little m media which provides strategic guidance and support to organizations around the use of the internet and technology to facilitate communications, engagement, education, and mobilization. He is well known for his expertise in new media, web 2.0, social networks, mobile, community, ecommerce, brand marketing, cause branding, and more. Reich, the author of Media Rules!: Mastering Today’s Technology to Connect With and Keep Your Audience (Wiley 2007). He blogs at Thinking About Media and contributes as a Fast Company Expert. Previously, Reich was a principal of EchoDitto, one of the most successful online communications agencies in the nation, Director of New Media for Cone Inc, a brand strategy and communications agency in Boston and a Senior Strategic Consultant and Director of Boston Operations for Mindshare Interactive Campaigns, an interactive public affairs agency. From 2000 – 2004, Brian ran how own strategic communications firm, Mouse Communications. Reich has worked in and around politics, including helping to direct dozens of campaigns across the country. He spent two years as Vice President Gore’s Briefing Director in the White House, handling both official activities and activities during his 2000 presidential campaign. Brian serves on the board of Investigate West, independent, nonprofit organization dedicated to the art and craft of investigative and narrative journalism. Brian served as an adjunct professor in the Graduate School of Political Management at George Washington University in Washington, DC and is currently teaching a course on consumer behavior and marketing at Columbia University in New York. Brian attended the University of Michigan and is a graduate of Columbia University. He and his wife, Karen Dahl, live in New York City with their son, Henry.

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