Heavy use of short-form videos is reshaping how the brain processes information, according to new findings in NeuroImage. As TikTok, Instagram Reels, and YouTube Shorts dominate feeds, clinicians warn of cognitive and behavioral effects—particularly for Thai youth and young adults who are among Southeast Asia’s most active users.
Thailand mirrors a global trend toward ultra-brief content. From recipes to breaking news, creators race to grab attention with quick, engaging clips. The term “brain rot,” coined by Gen Z, gained academic attention after being named Oxford University Press’s Word of the Year for 2024. Researchers say constant scrolling can affect thinking, judgment, and daily functioning.
Thai authorities have flagged rising screen time among adolescents. The Ministry of Digital Economy and Society urges parents and schools to address distractions that pull students away from deep learning. Data from Thai institutions and industry reports show high smartphone ownership among teens and strong social media engagement as primary sources of information and entertainment.
Key findings from the NeuroImage study point to two main effects of frequent short-video viewing. First, heavy users show diminished loss aversion—the tendency to avoid potential losses in decision making. This shift is linked to reduced activity in the precuneus, a brain region involved in self-reflection, evaluating consequences, and risk assessment. In practical terms, this may translate to increased impulsivity and a focus on immediate rewards, potentially influencing financial and risk-related behavior.
A clinical psychologist notes that when the brain deprioritizes losses, people may prioritize short-term gains over long-term judgment. This pattern aligns with observations among heavy social media users worldwide and resonates with Thai students navigating digital distraction.
Second, the study identifies slower cognitive processing among high-engagement users. Using the Drift Diffusion Model, researchers found a lower drift rate, indicating slower gathering and evaluation of information, mental fatigue, and reduced focus. This slower processing again correlated with decreased precuneus activity and has implications for Thai students balancing study with constant digital stimuli—potentially leading to slower problem-solving and difficulties sustaining classroom attention.
The Thai context intensifies these concerns. National surveys show widespread smartphone ownership among high school students, with many relying on social media for information and entertainment. Educators report challenges in keeping learners engaged amid rapid content changes, driving reforms in classroom structure and digital literacy.
Thai education leaders emphasize integrating technology with reflective skills. A senior official from the Ministry of Education cautions that screen habits influence cognitive development and urges schools to foster concentration, critical thinking, and thoughtful use of devices.
Cultural strengths offer a natural counterbalance. Mindfulness practices rooted in Thai and Buddhist traditions—such as mindful walking, focused breathing, and time spent in nature—are increasingly incorporated into mental well-being programs. These approaches support intentional digital use and calmer attention.
Experts caution that brain adaptations to constant rapid content may not fully reverse even after reducing screen time. Long-term effects on learning, decision-making, and impulse control require ongoing study, including research focused on Thai cohorts.
What can families and educators do now? Researchers advocate mindful engagement with digital tools rather than strict bans. Before reaching for a device, consider what you seek—connection, inspiration, or a brief escape—and set intentional limits. Short, scheduled screen-free intervals, such as five to ten minutes, can help reset attention and spark creativity.
Mental health professionals in Bangkok suggest practical steps: allow moments of boredom to arise naturally, take device-free walks, and observe nature quietly. Schools are piloting digital detox periods and mindfulness programs to help students reconnect with deeper learning.
Meaningful offline time can boost creativity and problem-solving. This aligns with Thai values of thoughtful action, patience, and self-regulation, supporting stronger cognitive skills in school and daily life.
Public awareness and family guidance are essential. Rather than banning platforms, a broader approach to digital literacy, mindful consumption, and supportive policies can protect cognitive health while preserving the benefits of connectivity.
Researchers call for more longitudinal studies in Thailand to understand how trends evolve and to tailor interventions to local needs. In the meantime, individuals can cultivate deliberate screen-free moments, embrace boredom as a source of creativity, and assess the impulse to seek constant stimulation from digital feeds.