• Adverts Encouraging Use of Tech to Subdue Kids Could End In Tears

    A new Vodaphone advert hit our screens recently and I hate it with a passion. My gym seems to have it on a loop at the moment and every time I see it I progress through a variety of emotions ranging from mild disappointment to abject rage. It starts innocently enough, depicting a bus weaving it’s way across a patchwork quilt of luscious fields. England’s green and pleasant lands, we might assume. The driver is keeping a kindly eye on his customers through the rear view mirror, a young woman is dozing on her man’s shoulder, a suited middle-aged businessman is reading his newspaper and a teenage girl is listening to music on her headphones. One row in front of our lovers a mum finds herself unable to pacify her crying toddler. We’ve all been there. It’s not a pleasant experience when the calm and tranquility is pierced by the ululations of an irate infant child. One-by-one the cast make faces betraying their discontent over the bawling nipper. In such situations – what can you do? Other than grin and bear it?

    VodaphoneAdOn this particular bus, in this particular locale, a hero is at hand. In a bid to bravely defend his belle from her rude awakening, that self same man (one row behind the squalling squib) unsheathes his smartphone. And using the “Power of 4G” summons a cartoon to his screen with which to mesmerise and thus pacify the aforementioned disconsolate child. Miraculously the tears dry up immediately, the sobbing quickly replaced by smiles and giggles of joy. Peace reigns over the bus once more and glances of appreciation ensue.

    The boyfriend/man/husband presumably earns himself a family-sized haul of brownie points from girlfriend having demonstrating not just a strong capacity for empathy but a clear aptitude for child wrangling (what a great dad he could be!). Mum is palpably relieved that the blight to everyone’s day has been appropriately dealt with by this marvellous stroke of genius (so embarrassing when he plays up like that!). Even the stressed out businessman seems to have gone a few shades of purple lighter. The teenage girl goes as far as taking off her headphones, momentarily, to revel in the delicious, unexpected peace and quiet before breaking into a private smile. In the estimation of these fine bus passengers, the holder of the phone is clearly nothing less than an absolute legend.

    Dora_The_ExplorerDora the Explorer is the chosen cartoon and it’s a good choice (a much better choice than Teletubbies, for example). Inexplicably, the language she utters in this British version of the ad is Spanish. I may be showing my ignorance here. Perhaps Dora the Explorer is always aired in it’s original tongue. But it occurred to me that just maybe the ad was cheekily alluding to possibility that the kid might even start to pick up a new language as a fortuitous side effect of this timely intervention. Such is the “Power of 4G”. It’s just a shame that the evidence from several studies indicates that too much screen time spent goggling at idle entertainment displaces valuable time doing other things in the real world that really facilitate a child’s neurodevelopment. Surely encouraging the habit of endlessly distracting kids with smartphones, tablets and laptops throughout their entire childhood is only going to perpetuate this problem, not to mention fueling a boom in short-sightedness.

    It’s not just Vodaphone who are at it. Nissan have also released a TV ad recently for the Pulsar. Excitingly it has automatic braking. For those unfortunate circumstances where the driver’s brain is distracted away from the road at precisely the moment the vehicle in front decides to slam on the brakes without warning. The vital milliseconds saved by circumventing the pesky human can make the critical difference between a dangerous fender bender and safely completed journey.

    Nissan Ad Zombie ChildrenThe key message throughout is that the car is carefully built around the driver and therefore every conceivable problem has been anticipated and addressed. In the closing scene two children appear in the back seat fidgeting, shouting and generally being… well… children. In the blink of an eye technology has magically teleported into their midst – the rowdy boys instantly transformed into well-behaved, docile and, most importantly, silent little angels: one absorbed by a tablet, the other gazing out of the window listening to something on a pair of expensive looking headphones (let’s hope it’s my podcast). That’s right kids. Do not interact with each other. That would just cause a disturbance to your father, or whoever he is. Communication must be discouraged when in ear shot of your elders and betters. And remember: silence is golden!

    My issue with these ads is not Susan Greenfield-esque. I don’t believe that technology is good or bad. But I do think that to unquestioningly consume limitless hours of screen entertainment at the expense of all other activities would have negative consequences for brain development across childhood. My objection to these ads revolves around that fact that they are normalising, if not positively encouraging, child-rearing behaviours that are likely to be deleterious to the best interests of the next generation.

    Study after study has demonstrated that what kids really need if their brains are to develop optimally throughout childhood is lots of interaction with other people. Ideally in the context of unstructured play. Keeping them perpetually spell-bound by computer games, films or cartoons is very much against their best interests.

    telly tubbiesInfants plonked in front of Teletubbies for hours on end are measurably retarded in their language development and verbal expression in comparison to those rarely exposed to screens in their first 2 years of life. This is ironic given that, allegedly, a large team of child psychologists were assembled by the BBC to consult on what elements should be included in order to optimise neurodevelopment.

    Admittedly endless hours of interacting with young kids are shattering. And undoubtedly the most effective method of conjuring some much needed peace and quiet from the endless barrage of questions, perpetual motion, mess, mood swings and tears are screen-based innovations designed specifically to captivate young minds. But the easiest route is rarely the best path and whilst this approach may well be very convenient for frazzled parents it is demonstrably not best for the child.

    Advertisers will jump on any scenario that their intended market might be able to relate to so the theme of pacifying noisy kids with tech is not surprising. Yet it supports the proliferation of lazy, unhelpful parenting tricks that ultimately work against the best interests of a whole generation of humans. Whether or not this amounts to a whole hill of beans in the long run is yet to be seen. Yet from what is known with any certainty so far, there are clear indications that screen time should be monitored and possibly limited, or else it will displace the human face-to-face interactions that so beautifully sculpt young brains in preparation for a long life of interacting with other humans.

    buggy phoneIf you want a child’s neurodevelopment to proceed optimally you should, in my humble opinion, forego the lure of using technological paraphernalia to distract them – unless you are carefully restricting its use at other times – and instead encourage them to engage in some form of play in the real world. And whilst we’re at it you should ensure that as much as possible you give them your full attention. Having your eyes on your smartphone whilst talking to your child is a terrible example to set. So much of communication happens via eye contact and active (as opposed to partially distracted) listening, so if you rob your children of valuable experience with this mode of interaction then their communication skills and social dexterity will suffer.

    I’m not saying people should consign their tablets to the rubbish, nor permanently ban children from using all tech. I’m merely encouraging parents to avoid using these tactics habitually. Save it for when you really need it and you will help your kid to develop the full range of skills, both hard and soft, to give them the best possible start in life.

    And if you think I’m a luddite after this rant you’d be wrong. If you explore my blog further you’ll find plenty of articles relating to the brain benefits of various computer games. Everything in moderation I say (unless we’re talking about working memory training using the Dual N-Back task or reading books in which case I see no harm in overdoing it so long as combined with a healthy social life :-))

    As well as these monthly blogs I do a weekly podcast – Geek Chic’s Weird Science – and daily tweets about breakthroughs in neuroscience and beyond – @drjacklewis.

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  • How Virtual Environments Shape Your Brain by Dr Jack Lewis

    London_Black_Cab wikiComAny environment in which we immerse ourselves on a daily basis will eventually induce changes in the very fabric of our brains. This observation is based on brain scanning experiments investigating the brains of taxi drivers and professional musicians before and after they have acquired their expertise. Intensive training over many months and years physically changes the size of the hippocampus and motor hand area of these individuals, respectively. This occurs as a direct result of repeatedly challenging the brain to perform specific tasks, navigating around London in the first instance and manipulating an instrument to emit the desired sounds in the second, so that the connectivity between areas involved in executing that task is improved. This occurs at the flick of a few genetic switches that increases the number of synapses across which one neuronal brain wire influences the next in line in pathways that are used often and intensively. It seems reasonable to assume that any cognitive capacity that we regularly use over long periods of time will have a similar impact via the same mechanism.

    VR wikiComIn the past I’ve written about our incredible aptitude for using tools to manipulate our environment. One of the best examples of recent human ingenuity in this regard are the virtual environments we have created – video games, internet, online social networking and the like. Millions of people are immersed in such virtual environments intensively, regularly and consistently over extended periods of time, exactly the pre-requisites for interaction that drives brain changes; occurring whether the environment in question is real or virtual. I’ve written previously about the potential impact of this on the adolescent brain but, of course, adult brains also adapt to the demands of any virtual environments they may be regularly immersed in too, albeit at a reduced rate.

    Cell_phone_use_while_driving wikiComThese brain changes occur for better or for worse. Adults who engage in intensive action video gaming for endless hours slowly but surely begin to accumulate cognitive improvements, namely enhancements in certain aspects of vision, memory and rapid decision-making. On the other hand, those who automatically respond to any bleep, buzz or vibration from their laptop or smartphone appear to be training themselves into a state of constant distraction. A recent study has suggested that so-called heavy media multi-taskers are gradually losing their capacity to block out distractions, an unintended consequence of “dual screening” behaviours like surfing the internet and responding to electronic messages whilst watching television.

    My message is simple. Technology is neither good or bad, it’s all about how you choose to use it. Stopping to contemplate your habits when it comes to using technology and considering whether the likely changes to your brain will serve you well or badly, might be advisable. Evidence is currently quite sparse, but rapidly accumulating. Just bear in mind the rule of thumb that anything you do intensively, daily, for months on end has the potential to re-wire your brain to perform that task more efficiently. Some behaviours honed in this way do not always serve your best interests when operating in the real world.

    porn_star wikiComreport hit the press this week describing as yet unpublished brain data from Cambridge University demonstrating that people addicted to internet pornography show a heightened sensitivity in the reward pathways (specifically in the ventral striatum) when exposed to sexually explicit images. Results were not dissimilar to that observed in the brains of alcoholics and illicit drug addicts when viewing images of the target of their addiction. How might this hypersensitivity to pornography have developed? I’m sure you can guess what’s coming next… by viewing pornographic images with great scrutiny, regularly and over periods of months if not years – pleasurable sexual responses have become honed to whatever stimuli have been encountered in the virtual environments with which they are regularly immersed.

    brain that changes itselfMy concern is the impact that such outcomes of neuroplasticity might have on people’s real life behaviours. Could it be ruining people’s real life sex lives? The anecdotal evidence presented in Norman Doidge’s excellent book: “The Brain That Changes Itself” certainly backs up this notion. From the perspective of basic neuroscience it also seems likely. Once a brain is trained to respond in a manner that results in feelings of pleasure when viewing hyper-sexual body shapes performing wild and gratuitous sex acts, it is likely that less powerful sexual images – a real life sexual partner, for instance – no longer hit the spot. Given how much of a boost a healthy active sex life gives to real romantic relationships it seems a real shame (if not a blight to wellbeing in society as a whole) that sexual relationships might be harmed by unconstrained consumption of pornography.

    Quiet carriageI’m not an advocate of censorship. It doesn’t work anyway. I believe in freedom of informed choice. I am an advocate of encouraging people to think carefully about what their habitual behaviours might be doing to their brains from the perspective of neuroplasticity. This I hope will enable them to make choices that benefit them in the long run as well as in the short term. Carving out periods of the day when emails are ignored and phones switched to silent will preserve the ability to sustain attention, engage in deep thought and enable people to remain the master rather than slave of technology. And actively avoiding indulging in online pornography on a daily basis might help people to evade brain adaptations that set the bar of satisfaction ever higher so that the real thing can maintain its lustre. “Everything in moderation” will steer us all clear of unwanted brain adaptations.

    In addition to these monthly blogs I also tweet daily about interesting brain-related articles that hit the press. If that sounds good to you then please consider following me by clicking here.

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