Azra Hoosen | ah@radioislam.co.za
7 February 2025 |15:00 CAT
5 min read

In the early days of social media, platforms like Facebook, Twitter, and Instagram were seen as tools for connection—bringing people together, sharing moments, and telling stories. However, according to experts, what started as a simple way to engage has evolved into something much deeper, tapping into the very chemistry of our brains.

In an interview with Radio Islam, Dean McCoubrey, co-founder of Humaine and founder of MySociaLife, highlights how social media has shaped the way we think, feel, and connect—both reflecting and manipulating human behaviour. He said: “We as humans, for a long time, have been storytellers. Going back hundreds of years, we’ve enjoyed sitting around the fire, sharing stories, educating people, and talking. But over time, technology changed how we do that. The introduction of cameras, video, and eventually social media made storytelling more instant, more visual, and—importantly—more rewarding.”

It all began when Facebook introduced the ‘like’ button. McCoubrey argues that that ‘reward’ is at the heart of what makes social media so addictive. “Facebook realised that acknowledging somebody’s comment or photograph was something people wanted. And that was actually, to be honest with you, the beginning of the dopamine experiment,” he said.

Social media platforms, whether knowingly or not in the beginning, have perfected the art of triggering small but frequent dopamine hits—through likes, shares, comments, and endless scrolling. “And social media companies saw that validating people—recognising and approving their posts—meant they kept coming back for more,” he added. Social media communities, online gaming platforms, and group interactions all tap into this natural human craving for connection.

This “dopamine-driven experiment,” as McCoubrey calls it, has shaped an entire generation’s relationship with technology, and now, as artificial intelligence takes center stage, the question is: How much control are we really willing to hand over?

He suggests that social media isn’t just a tool—it’s a mirror. A reflection of our beliefs, biases, and even unresolved traumas. Just like an operating system, our minds are constantly being updated and shaped. “I tell children, ‘Do you understand iOS or Android? Do you know that your phone needs updates? Well, you are also building your own operating system—Anita 1.0, Anita 3.0—over time.’ We install apps along the way, like kindness, generosity, or resilience. But we also accumulate experiences of pain, fear, or insecurity. And whether we realise it or not, those experiences get triggered in certain situations,” he said.

McCoubrey notes that we see it in adults who overreact to things their children do. “They forget that, in many ways, they behaved the same way as teenagers—just without smartphones recording it. But when they see something online that touches a nerve, they react emotionally rather than rationally. It’s because they’re being triggered without realising it,” he said.

He believes the cost of what we consume can be as high as our physical health, as your perspective, what you get fed, is partially contributing to your view of the world.” He highlighted the significant role media plays in shaping beliefs—whether it’s about religion, culture, or other factors. He is concerned about the rise of fake content created using AI tools. “What we’re seeing is people using AI to create fake content, driven by agendas—whether it’s for followers, money, or power,” he said. The entry point for content creation is now lower than ever, making it easier for those without a conscience to contribute to the “shadow side” of media. “If you don’t have a conscience, you’re going to be a contributor to more of that shadow side,” he warns.

He sees this as a growing issue that contributes to more trouble, trauma, and skewed perspectives, which he believes is leading to a dire situation. “The more people that contribute to that shadow side creates more trouble, more trauma,” he said.

The million-dollar question is, how do we regain control?

McCoubrey questions that if you knew that social media was going to show you a mix of funny, entertaining, and educational content—but also provocative and disturbing content—would you be able to take a step back and say, ‘Hold on. That nearly triggered me. Would you be able to pause, take a deep breath, and realise that your emotional response is being played with?

The problem, he points out, is that social media isn’t designed to encourage those moments of reflection. “You are constantly being fed content that provokes a reaction and the moment you engage with it, it signals to the algorithm to give you more of the same.” This is how people end up in echo chambers, trapped in cycles of outrage, or addicted to certain types of content without even realising it, which operates similarly to gambling, where you are given a taste of winning and keep going back for more.

McCoubrey suggests that the key to breaking free from this cycle is awareness. He advises users to pause and acknowledge when content triggers an emotional reaction. “Tell the platform: ‘I don’t want to see this.’ Click ‘not interested.’ Curate your feed consciously. Because if you don’t, the algorithm will do it for you—and it doesn’t always have your best interests in mind,” he said.

Drawing a parallel between AI and the rapid spread of smartphones, he expressed concern over the lack of preparation. “We’re seeing kids as young as eight getting smartphones, and now AI is on the rise. We have the chance to make sure kids are using it in a way that’s responsible and beneficial,” he said. He also believes AI could help fill the gaps where there’s a lack of resources in Education but stresses the need to educate children on how to use it correctly and effectively.

Although optimistic, McCoubrey does not shy away from addressing the risks that come with AI, cautioning that AI can be misused to manipulate people. “Now, creating content with a hidden agenda is so easy. It’s all out there—people are using AI to make fake content, and that can lead to misinformation and more manipulation,” he warned.

He further emphasised the importance of collective responsibility. “We’re already in a relationship with AI, whether we like it or not. The real question is, how do we use it? We can’t just ignore it or deny it. We need to be aware of how it affects us,” he said.

As AI continues to evolve, McCoubrey’s message is clear: the choices we make today will shape the impact it has on tomorrow. “We can teach the right skills, set the right example, and use AI to improve our world,” he said. But he stresses that it starts with being aware, being critical of what we consume, and teaching the next generation to do the same.

LISTEN to the full interview with Muallimah Annisa Essack and Dean McCoubrey, co-founder of Humaine and founder of MySociaLife, here.