Scrolling through videos on platforms like Instagram and TikTok can often lead users into a time warp where a short break turns into a lengthy session, unnoticed. Olivia Yokubonis, known online as Olivia Unplugged, has emerged as a content creator focused on addressing this issue. She employs a kind demeanor and scientific insights to engage her audience, reminding them of the potential for mindless overconsumption of social media content.
Yokubonis’s primary mission is to give viewers a gentle nudge away from their devices, often serving as a wake-up call in the continuous stream of content. While many appreciate her reminders, some may respond with sarcasm. She notes a common reaction from users questioning the irony of her posting about phone usage on a social platform. Responding to critics, she emphasizes that in order to be heard, she must meet users where they are: online.
Her content reflects a growing concern many have regarding their social media habits. Research from Ofir Turel, a professor at the University of Melbourne, shows that users are often unaware of how much time they spend on social media. His studies reveal that individuals frequently experience shock upon learning their actual screen time, which leads to voluntary reductions in usage.
Yokubonis is among a rising group of content creators whose work encourages viewers to disconnect from their devices. Approaches vary among this group—some implement aggressive tactics, while others like Yokubonis, focus on delivering supportive messages. She is affiliated with Opal, a screen time management app, yet her content largely avoids explicit branding, allowing her messages to resonate more personally with her audience. This organic engagement strategy has proven successful, garnering millions of views.
In addition to Yokubonis, Ian A. Anderson, a postdoctoral scholar at the California Institute of Technology, expresses curiosity about the effectiveness of this type of intervention. He raises questions about whether frequent users of social media truly engage with these messages, suggesting habitual scrollers might not fully absorb the information intended to prompt change.
While the conversation regarding social media's impact on daily life is widespread, the concept of social media addiction remains a point of contention among experts. Although many agree that excessive usage is a concern, defining it as addiction requires the presence of specific symptoms, including uncontrollable cravings and withdrawal experiences, which not all heavy users exhibit. Turel acknowledges the colloquial use of the term resonates with many, even if it's not clinically accurate.
Anderson's research indicates that self-perceptions regarding addiction can significantly influence behavior. If individuals believe they are addicted, it may hinder their ability to control usage and may induce feelings of guilt about overuse.
For individuals aiming to reduce their screen time, Anderson recommends small, tangible changes, such as relocating apps on their phones or disabling notifications. More stringent measures may include not bringing phones into specific areas like bedrooms, thereby curtailing unsupervised use. Various intervention methods, products, and services exist to support these efforts, but they often require self-awareness and a commitment to change. Additionally, creators like Cat Goetze, who operates under the username CatGPT, create content addressing the psychology of social media use, educating viewers about the structures designed to captivate their attention.
Goetze, who has developed the business Physical Phones, illustrates a commitment to reducing screen time through tangible products that encourage offline communication. With her experiences as a tech expert, she emphasizes that platforms have vested interests in keeping users connected for longer periods and that understanding this narrative is essential.
Paradoxically, content creators like Goetze leverage their social media platforms to advocate for decreased usage in favor of meaningful connection. She envisions a future where social media can be balanced with healthy interactions, suggesting that reducing screen time—even from several hours to mere minutes—can significantly benefit individuals and society. Ultimately, her goal is to maintain a positive presence while competing for users' limited attention spans.
