Nowadays, people have submitted ever bigger portions of their lives to "gaming machines" that make things at least superficially easier and simpler, but whose internal rules they don't necessarily understand at all. A substantial portion of today's social interaction in developed countries, for example, takes place in on-line social networking services. Under their hoods, these services calculate things like message visibility -- that is, which messages and whose messages are supposed to be more important for a given user. For most people, however, it seems to be completely OK that a computer owned by a big, distant corporation makes such decisions for them using a secret set of rules. They just care about the fun.
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Video games, in many ways, surpasses traditional passive media in the potential of mental manipulation. A well-known example is the so-called Tetris effect caused by a prolonged playing of a pattern-matching game. The game of Tetris "programs" its player to constantly analyze the on-screen wall of blocks and mentally fit different types of tetrominos in it. When a player stops playing after several hours, the "program" may remain active, causing the player to continue mentally fitting tetrominos on outdoor landscapes or whatever they see in their environment. Other kinds of games may have other kinds of effects. I have personally also experienced an "adventure game effect" that caused me to unwillingly think about real-world things and locations from the point of view of "progressing in the script". Therefore, I don't think it is a very far-fetched idea that spending a lot of time on an interactive website gives our brains a permission to adapt to the "game mechanics" and unnoticeably alter the way how we look at the world.
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The most prominent game-mechanical element in Facebook is "Like", which affects nearly everything on the site. It is a simple and easily processable signal whose use is particularly encouraged. In its internal game, Facebook scores users according to how active "likers" they are, and gives more visibility to the messages of those users that score higher. Moderate users of Facebook, who use their whole brain to consider what to "Like" or not or what to share and not, gain less points and less visibility. This is how Facebook rewards the "virtuous" users and punishes the "sinful" ones.
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