By TARCÍSIO PERES*
The dopaminergic surplus in the attention game
The “hero’s journey”, a concept developed by Joseph Campbell in his work The hero with a thousand faces, presents itself as an archetypal construct that describes the cycle common to many mythological stories — whether in the context of literature or in the field of film production.
This journey unfolds in predictable stages, in which the protagonist faces challenges, evolves internally and returns transformed. The basic structure can be divided into three large blocks: Departure, initiation and return. At the beginning, the hero is called to leave the ordinary world and enter an extraordinary world, facing trials that shape him and test his character. During initiation, the hero is exposed to his greatest challenge, experiencing a profound metamorphosis. Finally, he returns to the world of origin, bringing with him the knowledge or power he has acquired.
When applied to advertising, the hero’s journey positions the consumer as the protagonist of the story. The brand or product, in turn, takes on the role of mentor or essential tool that helps the hero (consumer) overcome their challenges and achieve their goals. In the political context, the hero’s journey is a powerful tool that often begins with the candidate being called upon to address a crisis or injustice affecting the electorate.
This is the call to adventure phase, in which the politician, often described as someone ordinary but with exceptional skills or virtues, decides to “leave the comfort” of his private life to fight for the interests of the community. This moment is crucial to establish the candidate as someone who is willing to sacrifice something personal to fulfill a greater purpose, similar to the hero who accepts his destiny.
Another concept that deserves our attention is the stud twist: an unexpected narrative twist that alters the audience's perception of events or characters. The revelation of a hidden truth, the betrayal of an ally, or the discovery that the villain has a redemptive motivation are examples of plot twists that give new meaning to the journey. The popularly known as mitadas or inverted — contemporary derivations of stud twist — refer to a moment of extreme success or genius of the hero, in which he performs a surprising and admirable action, often in critical situations.
These types of moments are often celebrated by audiences as acts of greatness that crown the protagonist’s journey, as they add dynamism and surprise to the hero’s journey, breaking the traditional linearity of the narrative arc. It is even possible to transform a mediocre citizen into a hero simply by consistently using these twists and turns. By defying expectations, twists and turns create memorable moments and intensify the emotional connection with the story, keeping the audience engaged.
2.
In recent years, social networks and digital platforms have experienced a significant change in user behavior, with a notable drop in audience and engagement. According to the Digital 2023 report by We Are Social, there was a decrease of around 5% in the average time spent on social media, which reflects an exhaustion on the part of users in relation to the excess of content available, especially long videos on platforms such as Netflix, Amazon Prime and Disney+.
The saturation caused by series and film marathons has directly impacted the attention of users, who, when looking for faster and less compromising content, have started to consume short videos, such as reels on Instagram and TikTok videos. These platforms have adjusted their algorithms to prioritize succinct and diverse content, which keeps users trapped in cycles of continuous consumption.
Studies suggest that this short format works in a similar way to a variable reward system, something that has long been explored in other areas, such as slot machines, in which intermittent reinforcement creates an expectation of reward and keeps the user entertained.
In fact, the so-called “attention game” on social media refers to the intense competition between digital platforms, advertisers and content creators for users’ attention. In the digital environment, attention is a valuable and limited resource, since human beings have a finite capacity to focus on information and stimuli over time.
Agents therefore compete to capture and maintain user engagement for as long as possible, using strategies designed to stimulate continued interest and interaction. This game involves creating sophisticated algorithms that select and display personalized, highly engaging content, adjusting to each user’s behaviors and preferences.
The impact of this type of content on the brain is also related to the release of dopamine, the neurotransmitter associated with feelings of pleasure and reward. Research led by Trevor Haynes of Harvard Medical School explains how design The use of apps such as Instagram and TikTok taps into the brain’s reward circuitry, where new and changing stimuli trigger a dopaminergic response that can lead to addictive behavior. Short videos, powered by fine-tuned algorithms, are able to capture users’ attention because of their ability to activate the dopaminergic system, creating a sense of immediate reward.
By the way, we have seen on social media an adaptation of the hero's journey structure to versions pockets, distributed in short video format, such as reels on Instagram, for example, with the aim of increasing engagement with brands, products and — why not? — politicians.
Wrapped up as mitadas and inverted, the production and editing of these videos can condense moments of impact and surprise into a very compressed space of time, making the content dynamic and attractive to the audience. The mitada can be the climax of each reels, offering the audience a moment of triumph or ingenious action by the hero that surprises and impresses, generating instant reactions such as likes and shares. This type of moment is especially effective in short videos, as viewers tend to seek quick thrills and immediate, dopamine-fueled visual rewards.
Video editing plays a crucial role in this process. For videos to have maximum impact, it’s important to use fast, fluid transitions, visual effects, and sound effects that enhance the narrative. Music and sound effects can amplify a punchline, while sudden changes in angle or quick cuts help convey the impact of a reversal.
Furthermore, the use of subtitles can increase accessibility and ensure that the message is understood quickly, even without sound. In a political contest, good editing can, for example, favor a candidate in a sharp response in a debate or a symbolic action that demonstrates his skill or commitment to the people. These moments are amplified by social media and press coverage, creating an effect of heroism that can boost the politician's image and increase his popular support. A team expert on social media, you can even use public events with the conscious intention of inducing scripts for the creation and post-editing of these short videos.
3.
Production pockets Campbellian theory associated with the dopaminergic stimulation generated by short videos reveals an effective convergence between condensed epic narratives and the functioning of brain reward systems, currently driven by social media platforms. In simple terms, algorithms boost — organically, that is, free of charge — the dissemination and distribution of this type of content, increasing its reach and capillarity: algorithms anabolize the hero for free in each new video reels.
The condensed structure, in which mits and reversals emerge as the moments of greatest impact, retains the viewer’s attention and enhances the release of dopamine by providing successive moments of surprise and triumph. This approach, by aligning with current digital consumer behavior, in which users seek quick rewards and concise narratives, creates a cycle of engagement in which the audience returns to these videos repeatedly in search of new experiences.
Obtaining this same effect without going through the dopaminergic mechanism involves advertising costs that make the distribution of the content unfeasible. In other words, without tricks and inversions there is no free distribution by the algorithms; it is necessary to invest a lot of money to promote content and the return on investment may not be justified.
It is worth mentioning that the mental health of the Brazilian population is a topic that has been gaining increasing attention in recent years, mainly due to the increase in cases of disorders such as depression, anxiety and stress. According to the World Health Organization (WHO), Brazil has one of the highest rates of depression and anxiety in the world, reflecting a worrying scenario in terms of public health.
The nature of the “attention game” and the dopamine surge have profound implications for users’ mental health and behavior. The relentless focus on capturing attention at any cost can lead to stimulus overload, promoting anxiety, distraction, and digital addiction. A battalion that yearns for the next reels. The constant cycle of searching for new things and rewards on social media creates a state of mental vigilance, making it difficult to relax and impairing the ability to focus on longer or more complex tasks.
By creating expectations of quick and immediate gratification, excess dopamine reduces the ability to concentrate on longer and more meaningful activities, which generates frustration and a feeling of emptiness. This game may be interesting for influencers and platforms social media, but it has been increasingly costly to Public Health.
*Tarcísio Peres He is a science professor at the Technology Colleges of the State of São Paulo. Author, among other books, of Profiting from the sharks: the traps of the stock market and how to use them to your advantage. Novatec Publisher. [https://amzn.to/3TKlVwU]
References
CAMPBELL, Joseph. The Hero with a Thousand Faces. Ed. Book Circle. São Paulo, 1997.
HAYNES, Trevor. Dopamine, Smartphones & You: A battle for your time. Science in the News. Harvard Medical School. May 1, 2018.
LEMBKE, Anna. Digital Addictions Are Drowning Us in Dopamine. The Wall Street Journal. August 13, 2021.
LEMBKE, Anna. Dopamine nation: Finding balance in the age of indulgence. Penguin, 2021.
OBERHOLZER-GEE, Felix. Hey, Insta & YouTube, Are You Watching TikTok? Harvard Business School. Case 723-426. February 2023.
SOCIAL, We Are. Meltwater.(2023). Digital 2023 Global Overview Report, v. 1, 2023.
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