Uma ungakwazi ukuyeka ukuskrola, indaba elula ithi kukhona okungalungile ngawe — awunawo umqondo wokuzibamba, unokulutheka, awunawo amandla okuzibamba. Nasi isithombe esinembile kakhudlwana: ungumuntu oyedwa, ophazamiseka kalula, obhekene namaqembu abaklami abahlakaniphile, izazi zokusebenza kwengqondo, kanye nososayensi bedatha, umsebenzi wabo wesikhathi esigcwele, oxhaswe kahle, uwukukugcina ku-app isikhathi eside ngangokunokwenzeka. Lokho akusona isimo esilingana, futhi akukaze kuhloswe kanjalo.
Emnothweni wokunaka, isikhathi sakho nokugxila kwakho kuyona imikhiqizo ethengiselwa abakhangisi, ngakho yonke iminithi eyengeziwe oyihlala lapho inenani lemali ngempela. Lokho kusho ukuthi izinhlelo zokusebenza zakhiwe — ngenhloso, ngosizo lwesayensi yokuziphatha — ukuze kube nzima ngangokunokwenzeka ukuzibeka phansi. Lesi sihloko siveza amasu athile, ngoba uma usukwazi ukubona amaqhinga asetshenziswa kuwe, aqala ukulahlekelwa ngamandla awo.
Ukunaka kwakho kuwumkhiqizo
Qala ngemodeli yebhizinisi, ngoba ichaza konke okunye. Iningi lezinhlelo zokusebenza ozisebenzisayo zimahhala, okusho ukuthi awuyena ikhasimende — uwumkhiqizo. Okuthengiswayo ukunaka kwakho, kupakishwe njengokukhangisa. Uma uhlelo lokusebenza lukhipha isikhathi esiningi nokuzibandakanya kuwe, luba nesikhala esiningi sokukhangisa futhi luqoqa idatha eningi ukuze likuqondise. Ukuqhubeka kwakho nokuskrola akusiyo ingozi uhlelo lokusebenza oluyibekezelelayo; kuwumthombo walo wonke wemali.
Lokhu kubeka izikhuthazo ze-app ngqo ziphikisana nenhlalakahle yakho. I-app ebingakusiza uthole okudingayo bese uphuma ngokushesha ibizokwenza imali encane kunaleyo ebikugcina uzibandakanye kuyo isikhathi eside ngaphandle kokuphela. Ngakho umgomo wokuklama akusona ukwaneliseka kwakho — yisikhathi osichitha ku-app. Uma usuqonda ukuthi abantu abakha le mikhiqizo bagxile ekwandiseni ukuzibandakanya, hhayi enzuzweni yakho, la maqhinga athile awaseyisimanga. Wonke asebenzela inombolo eyodwa: imizuzu.
Uma i-app imahhala, ukunaka kwakho kuwumkhiqizo othengiswayo. Sonke isinqumo sokuklama sigxile enambeni eyodwa — imizuzu ku-app — futhi leyo nombolo iphikisana ngqo nokuthi uthole okudingayo bese uhamba. Lawa maqhinga akuwona amaphutha; yibhizinisi uqobo.
Amasu aqondile
Ukuskrola okungapheli
Isu elilodwa elisebenza kakhulu. Ngokukhipha noma iyiphi indawo yokuphela — ukuphakelwa kuqhubeka kulayishwa — izinhlelo ziqeda izimpawu zemvelo zokuma ebezingakushukumisela ukuba uyeke. Umklami owasungula i-infinite scroll uzwakalise esidlangalaleni ukuzisola ngayo, ngoba isebenza kahle kakhulu ekwenzeni abantu baqhubeke beskrola bedlule lapho bebeyokhetha khona ukuma. Ukungabi khona phansi kwekhasi kusho ukuthi akukho mzuzu owakhelwe ngaphakathi wokuzibuza ukuthi "ngiyeke manje?"
Imivuzo eguquguqukayo (umshini wokugembula)
Ukuhudula ukuze uvuselele kusebenza njengosibambo somshini wokugembula: wenza isenzo bese uthola umvuzo ongabikezeleki — mhlawumbe okuthile okuhle, mhlawumbe lutho. Imivuzo engabikezeleki iyona ebangela kakhulu ukuphinda indlela yokuziphatha eyaziwa yisayensi yokuziphatha, futhi inamathela kakhulu kunaleyo ebikezelwayo. Izinhlelo zokusebenza zikwenza ngamabomu ukuthi izinto ezinhle zifike ngesikhathi esingabikezeleki, ngoba lelo “mhlawumbe” yilo elenza isithupha sakho siqhubeke nokunyakaza. Sichaza le ndlela ku indlela i-dopamine eqhuba ngayo imikhuba yakho.
Ukuphuthuma okwenziwayo nezilandelwano
Izilandelwano, "izindaba" ezinyamalala emahoreni angu-24, izinkomba zokuthi "ukhona manje", nezikhuthazi zesikhathi esilinganiselwe — lokhu kudala ukwesaba ukulahlekelwa nomuzwa wokuthi kufanele ulandele abanye, okukudonsela emuva. Uchungechunge osulugcinile izinsuku ezingu-200 akulona into ekusiza; kuwumuzwa wokuthi uboshiwe, owakhiwe ukuze ukuyeka kuzwakale njengokulahlekelwa. Lokho kuphuthuma kwenziwa ngamabomu ukuze kudlule injongo yakho yokusuka.
Ingcindezi yomphakathi nokuphindiselana
Ukuqinisekiswa kokuthi kufundiwe, izinkomba zokuthi uyabhala, izimpawu zokuthi "kubonakele", nezaziso zokuthi othile uxhumane nawe, konke lokho kusebenzisa imizwa ejulile yokuxhumana nabanye — isibopho sokuphendula, nesifiso sokuqinisekiswa ngabanye. Uhlelo lusebenzisa ukukhathalela kwakho abantu ngempela ukuze likugcine uhlola njalo, liguqule ubudlelwano bakho bube izihibe zokukugcina ubandakanyekile.
Iphethini engemuva kwala maqhinga: susa izindawo zokuma (ukuskrola okungapheli), yenza imivuzo ingabikezeli (ukudonsa ukuze uvuselele), dala umuzwa wokulahlekelwa nokuphuthuma (izinsuku ezilandelanayo), futhi sebenzisa imizwa yakho yokuxhumana nabanye (ukuqinisekiswa kokuthi kufundiwe). Akukho nokukodwa kwalokho okwenzeka ngengozi. Konke lokho kwenzelwa ukwandisa isikhathi osichitha ku-app.
Izaziso namachashazi abomvu
Sekuvele saxoxa ngakho ngokujulile kwenye indawo, kodwa kulo mongo injongo yazo icacile: zonke izaziso kanye nebheji elibomvu kuyisizathu esidalelwe ukukwenza uphinde uvule uhlelo lokusebenza. Eziningi azigxili ngisho nakokuqukethwe okusha ngempela, okubalulekile kuwe — ziyizikhuthazo zokukubuyisa eziklanyelwe ukukudonsela emuva lapho ususukile kancane. Bheka indatshana yethu mayelana nokuthi ukucisha cishe zonke izaziso zakho.
Kungani ukubiza amaqhinga ngamagama kuwenza buthaka
Nansi ingxenye ekunika amandla. Iningi lala maqhinga lisebenza kahle kakhulu uma lingabonakali — uma uzwa ukudonsa njengokufuna kwakho siqu kunokuba kube ukusunduzwa okuklanyelwe. Uma nje usungakwazi ukubiza ukuthi kwenzekani — "lokhu ukupheqa okungapheli okususa indawo yami yokuma," "lokhu kuwumvuzo oguquguqukayo ogcina isithupha sami siqhubeka nokunyakaza," "lolu chungechunge luwukwesaba ukulahlekelwa okuklanyelwe" — udala igebe elincane phakathi kweqhinga nempendulo yakho. Awusenakuba ngaphakathi kulo nje kuphela; usulibuka lisebenza.
Lokhu kubuka kabusha nakho kususa ihlazo, okubaluleke kakhulu kunalokho okuzwakalayo. Uma ubucabanga ukuthi ukuskrola kwakho kwakuwubuthakathaka bakho nje, ukubuyela emuva ngakunye kwakufakazela indaba embi ngawe. Ukuqaphela ukuthi ubhekene nokukholisa okwakhiwe kahle futhi okunemithombo eminingi kukuvumela ukuthi ushintshe ukuzisola kube isu: akukhona ukuthi uphukile, kodwa ukuthi ubhekene nohlelo oluklanyelwe ukunqoba amandla akho okuzibamba — ngakho uyeka ukuthembela emandleni okuzibamba bese uqala ukushintsha uhlelo olukuzungezile.
Ukulwa nomklamo oklanywe ngamabomu ngendawo eklanywe ngamabomu
Njengoba izinhlelo zokusebenza zisebenzisa ukuklama kwendawo ukukuphatha, impendulo enqobayo wukusebenzisa ukuklama kwendawo nawe. Awukwazi ukuwehlula ngomqondo wakho umshini wokugcina abantu bebambelekile onemali eyizigidigidi zamadola ngesikhathi sangempela — kodwa ungazishintsha izimo ukuze ubuqili bube nethuba elincane lokusebenza:
- Cisha lezo zinto ezikudonsayo ongazicisha. Cisha izaziso namabheji, cisha iziqinisekiso zokufundwa lapho kungenzeka, futhi thulisa izikhumbuzi ze-streak nezindaba. Uyakhipha lezo zindlela ezithile abakudonsa ngazo.
- Buyisela ubunzima lapho bebubisuse khona. Phuma ngemvume ukuze ukuphinde ungene kudinge umzamo, susa ama-app esikrinini sasekhaya, sebenzisa izibali-sikhathi zama-app, noma upheqe ngendlela eneziphetho zemvelo. Ubuyisela futhi izimpawu zokuma ezazisuswe ukuskrola okungapheli.
- Beka ibanga elingokwenyama phakathi kwakho nedivayisi. Into ethembeke kakhulu yokuphikisa into ekudonsayo ehlala itholakala ukwenza idivayisi ingahlali itholakala. Ingafinyeleleki, uphume emjikelezweni.
- Yisho isu ngaleso sikhathi. Uma uzwa ukudonswa, libiza ngegama. "Lona umvuzo ongabikezeleki." "Lokho ukuphuthuma okwenziwe ngamabomu." Ukulibiza ngegama ngokwalo kuphazamisa ukuzenzakalela.
- Khetha amathuluzi angadayisi ukunaka kwakho. Lapho kungenzeka, khetha ama-app nezinsiza imodeli yazo yebhizinisi engagxili ekwandiseni ukubandakanyeka — izikhuthazo zakha ukwakheka kwazo, futhi izikhuthazo ezihlukile zikhiqiza amathuluzi azolile.
Lena yifilosofi yonke engemuva komhlahlandlela wethu ku-ukunciphisa isikhathi sesikrini ngaphandle kokuzithiba: ama-apps anqoba ngokuhlela indawo yakho, ngakho uyakuthatha futhi ukulawula ngokuyihlela kabusha. Awudingi ukuzithiba okungaphezu kwalokho okuseqenjini lonjiniyela bokuziphatha. Kumele nje ushintshe ibhodi abadlala kulo.
Isiphetho
Uma ungakwazi ukubeka ifoni yakho phansi, akukhona ngenxa yobuthakathaka obukhethekile kuwe — kungenxa yokuthi ubhekene nomklamo owenziwe ngenhloso, oxhaswe kahle, futhi osuselwe olwazini lwesayensi, wonke umgomo wawo uwukugcina ukunaka kwakho, ngoba ukunaka kwakho yilo mkhiqizo othengiswayo. Ukuskrola okungapheli, imivuzo eguquguqukayo, ukusheshisa okwenziwe ngamabomu, imikhuba yomphakathi esetshenziswa njengesikhali: akukho kulokhu okwenzeka ngengozi, futhi konke kuhlose inombolo eyodwa.
Isixazululo siqala ngokukubona kahle. Uma usukwazi ukuqamba amaqhinga la, anciphisa amandla awo angabonakali, futhi ihlazo elakugcina ubambekile lishintshela esu. Awusoze wahlula ukuyenga okuhleliwe ngamandla akho — kodwa ungakwazi ukuhlakaza izingwegwe zako, ungeze kabusha izithiyo ezazisusiwe, futhi ushintshe indawo okuncike kuyo. Akukaze kube impi elinganayo. Ngakho yeka ukulwa ngokulingana, bese uqala ukushintsha ibhodi.
Sources
- Eyal, N. (2014). Hooked: How to Build Habit-Forming Products. Portfolio/Penguin.
- Skinner, B.F. (1953). Science and Human Behavior. Macmillan (variable-ratio reinforcement).
- Zuboff, S. (2019). The Age of Surveillance Capitalism. PublicAffairs.
- Montag, C., Lachmann, B., Herrlich, M., & Zweig, K. (2019). Addictive features of social media/messenger platforms and freemium games. International Journal of Environmental Research and Public Health, 16(14), 2612.
- Williams, J. (2018). Stand Out of Our Light: Freedom and Resistance in the Attention Economy. Cambridge University Press.
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