What is Addictive in Internet?

ABSTRACT

Focusing on World of Warcraft (WoW), the most popular massive multiplayer online role playing game (MMORPG), the present article stresses, that, similarly to addictive drugs, certain features of Internet applications may act on the mesolimbic dopaminergic system, and thus become addictive.

The distinction is made between addictive products (e.g. nicotine, specific stimuli), first order vectors (e.g. tobacco, WoW software) and second order vectors (e.g. cigarettes, internet technology).

Stimuli presented by Internet contents are described which have been reported in other contexts to induce addiction related neurobiological activities, i.e. stimuli with reference to sexuality, social acceptance, fairness, cooperative social interactions, social hierarchies, and humor.

The mode of presentation of these stimuli represents another important issue. The development of WoW can be described as largely based on operant conditioning aspects, sequencing continuous and intermittent reinforcement, fixed- and variable-ratio schedules, purposely to initiate and maintain repetitive behavior.

Regarding their addictive potential, the properties of the Internet technology can be discussed regarding two aspects: (a) accessibility/facility of use, and (b) rapidity of action. The addictive properties of WoW have probably been facilitated by the last technological developments, rendering the game more accessible, and permitting very strong time correlations between potentially addictive stimuli and the reinforced cognitions and behaviors.

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