Superstimuli: The Ingenious Deception of our Senses
A horizon scan about the hyperengineered and hyperpresent stimuli and their role in the pursuit of perfection as an ingenious deception tricking our senses into consumption
In our modern world, we are constantly bombarded by a barrage of sensory experiences designed to captivate and manipulate our desires. These experiences, known as superstimuli, are exaggerated versions of natural stimuli, meticulously engineered to elicit the most intense responses imaginable. From the vibrant allure of advertisements to the irresistible temptations of fast food, these hyper-engineered stimuli shape our preferences and behaviors, leading us down a path of consumption often at odds with our well-being.
The Bliss Point: Culinary Deception
A fascinating example of this deception lies in what seems like an unlikely trio: mother's milk, chocolate, and Cheetos. These diverse items are linked by a formula known as the 'bliss point' - a combination of 55% fat, 40% sugar, and 5% protein. This ratio, naturally found in breast milk, is replicated in processed foods to trigger a sense of pure culinary delight. Unlike breast milk, which nourishes, the manufactured bliss point in snacks and sweets is designed to bypass our natural appetite regulation, leading us to overindulge.
The Health Implications
The omnipresence of superstimuli has profound implications for public health. Our innate attraction to high-calorie, sugary, and fatty foods, once a survival mechanism, is now being exploited. This has contributed to a surge in lifestyle-related diseases such as obesity and diabetes. Statistics paint a grim picture, with nearly one-tenth of the global population suffering from diabetes and almost half being overweight. The impact is not just physical; it extends to our mental health as well.
Superstimuli also profoundly impact our psychological well-being and social behavior, particularly through digital media like social media and streaming services. These platforms, with their constant barrage of stimuli, have altered relationship dynamics and societal norms. The effect is especially pronounced among the youth, where spending over three hours daily on social media has been linked to a doubling of mental health issues. In 2021, it was reported that 8th and 10th graders averaged five hours a day on these platforms, indicating a significant risk to their mental health.
The Road Ahead
Understanding the power of superstimuli is crucial in this relentless era dominated by the battle for attention and consumer loyalty. Reclaiming some control may be possible through resensitization - making conscious choices and limiting exposure to these stimuli. However, battling against large corporate budgets and marketing strategies calls for regulatory action. The future might see a divided society: one part living in hyperstimulated digital worlds, and the other pursuing health through biohacking and conscious lifestyle choices.
Superstimuli represent a significant challenge in today's society, influencing not just our consumption patterns but also our overall well-being. As we navigate this environment saturated with engineered stimuli, developing awareness and strategies to mitigate their effects is crucial. Understanding and addressing the impacts of superstimuli is a collective responsibility that extends beyond individual choices.
SOURCES
Brendborg (2023). "Vanedyr” [only in Danish for now]
The REACH Institute (2023). “How Social Media is Impacting Teens”
Yudkowsky (2007). “Superstimuli and the Collapse of Western Civilization”
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