What an anthropologist’s examination of Vegas slot machines reveals about the hours we spend on social networks
Alexis C. Madrigal | Jul 31 2013, 12:37 PM ET
“People love Facebook. They really love it,” Biz Stone wrote earlier this month. “My mother-in-law looks hypnotized when she decides to put in some Facebook time.”She is not the only one. ComScore estimates Facebook eats up 11 percent of all the time spent online in the United States. Its users have been known to spend an average of 400 minutes a month on the site.
I know the hypnosis, as I’m sure you do, too. You start clicking through photos of your friends of friends and next thing you know an hour has gone by. It’s oddly soothing, but unsatisfying. Once the spell is broken, I feel like I’ve just wasted a bunch of time. But while it’s happening, I’m caught inside the machine, a human animated GIF: I. Just. Cannot. Stop.
Or maybe it’ll come on when I’m scrolling through tweets at night before bed. I’m not even clicking the links or responding to people. I’m just scrolling down, or worse, pulling down with my thumb, reloading, reloading.
Or sometimes, I get caught in the melancholy of Tumblr’s infinite scroll.
Are these experiences, as Stone would have it, love? The tech world generally measures how much you like a service by how much time you spend on it. So a lot of time equals love.
My own intuition is that this is not love. It’s something much more technologically specific that MIT anthropologist Natasha Schüll calls “the machine zone.”
To view the entire article, refer to TheAtlantic.com:
Addiction By Design
Machine Gambling in Las Vegas
Natasha Dow Schüll
Recent decades have seen a dramatic shift away from social forms of gambling played around roulette wheels and card tables to solitary gambling at electronic terminals. Addiction by Design takes readers into the intriguing world of machine gambling, an increasingly popular and absorbing form of play that blurs the line between human and machine, compulsion and control, risk and reward.
Drawing on fifteen years of field research in Las Vegas, anthropologist Natasha Dow Schüll shows how the mechanical rhythm of electronic gambling pulls players into a trancelike state they call the “machine zone,” in which daily worries, social demands, and even bodily awareness fade away. Once in the zone, gambling addicts play not to win but simply to keep playing, for as long as possible–even at the cost of physical and economic exhaustion. In continuous machine play, gamblers seek to lose themselves while the gambling industry seeks profit. Schüll describes the strategic calculations behind game algorithms and machine ergonomics, casino architecture and “ambience management,” player tracking and cash access systems–all designed to meet the market’s desire for maximum “time on device.” Her account moves from casino floors into gamblers’ everyday lives, from gambling industry conventions and Gamblers Anonymous meetings to regulatory debates over whether addiction to gambling machines stems from the consumer, the product, or the interplay between the two.
Addiction by Design is a compelling inquiry into the intensifying traffic between people and machines of chance, offering clues to some of the broader anxieties and predicaments of contemporary life.
Natasha Dow Schüll is associate professor in the Program in Science, Technology, and Society at the Massachusetts Institute of Technology.
“Addiction by Design is a nonfiction page-turner. A richly detailed account of the particulars of video gaming addiction, worth reading for the excellence of the ethnographic narrative alone, it is also an empirically rigorous examination of users, designers, and objects that deepens practical and philosophical questions about the capacities of players interacting with machines designed to entrance them.”–Laura Norén, PublicBooks
“Natasha Dow Schüll, an anthropologist at MIT, has written a timely book. Ms Schüll has spent two decades studying the boom in casino gambling: the layout of its properties, the addicts and problem gamblers who account for roughly half its revenue in some places, and the engineering that goes into its most sophisticated products. Addiction by Design: Machine Gambling in Las Vegas reads like a combination of Scientific American’s number puzzles and the ‘blue Book’ of Alcoholics Anonymous.”–Christopher Caldwell, Financial Times
“Schüll adds greatly to the scholarly literature on problem gambling with this well-written book. . . . Applying an anthropological perspective, the author focuses especially on the Las Vegas gambling industry, seeing many of today’s avid machine gamblers as less preoccupied with winning than with maintaining themselves in the game, playing for as long as possible, and entering into a trance-like state of being, totally enmeshed psychologically into gaming and totally removed from the ordinary obligations of everyday life. . . . The book offers a most compelling and vivid picture of this world.”–Choice
“A stunning portrayal of technology and the inner life. Searing, sobering, compelling: this is important, first-rate, accessible scholarship that should galvanize public conversation.”—Sherry Turkle, Massachusetts Institute of Technology, author of Alone Together: Why We Expect More from Technology and Less from Each Other
If you enjoyed this article, you may be interested in other internet-related topics, such as online learning. Online learning is often crowned as the ultimate solution to cut costs in the education system. Will our ever-increasing migration away from the physical world and into the virtual world ultimately help us, or cost us in more ways than one?
Higher Education in Digital Age by William G. Bowen explores how online learning could help control the exploding cost of higher education. In this short and incisive book, William G. Bowen, one of the foremost experts on the intersection of education and economics, explains why, despite his earlier skepticism, he now believes technology has the potential to help rein in costs without negatively affecting student learning. As a former president of Princeton University, an economist, and author of many books on education, Bowen speaks with unique expertise on the subject.