Social Media and The Pull of Instant Gratification

People want things--and they want them now. It's called instant gratification and it's a powerful force. This desire has existed since the beginning of time...but with new technology, specifically the use of social media, this need is being fed constantly. Because of this, our expectations of the media have increased.

When you look into the psychology behind instant gratification, it makes sense that social media panders to this desire that is so ingrained within us. 

What is it? 

Exactly what it sounds like. Instant gratification is the desire to feel pleasure immediately. In the long run, it is better to eat a balanced meal rather than gorging yourself with candy. But because candy is so good, it will give you a rush of pleasure. If you eat a balanced meal, you will feel the gratification later. That's not to say that instant gratification is all bad, but like anything it needs to be experienced in moderation. 

Instant gratification is fueled by social media...

Especially because we have constant access to it with our phones. When we post, we get immediate feedback which comes with a sense of validation. Social media is an extension of who we are, as well as a way for us to use our networks as mirrors.

The rush you feel from getting likes and comments is comparable to a candy binge. It feels great immediately, but ultimately it's not that fulfilling.

How does this change our expectations of mass media? 

In more ways than one. Not only do we expect more of mass media, we take on some of the responsibilities ourselves. 

Think about the world we live in... How difficult is it for us to get in the loop about a news story? All you need to do is pull out your smartphone and you are informed. We don't need to chase information as it is always readily available to us. 

We are becoming mass media...it's a chain reaction. Our posting to our networks can spread infinitely and become viral. We create news and share it with others because of the rush we get from sharing.

Media, our expectations of it, and its impact on the culture is rapidly changing. Sometimes we need to take a break from all of our networks and observe it.