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Twitter Triggers Bonding Hormone

social networking and oxytocin Using sites like Facebook and Twitter may lead to an increase in the hormone responsible for human bonding, suggests new research.

CNN blogged last week about a a recent Fast Times article on the work of neuroeconomist Paul Zak, who studies the effect of oxytocin on human behavior. To illustrate one aspect of his research, Zak tested the article's author both before and after a ten-minute Twitter session. Surprisingly, levels of oxytocin in his blood had significantly increased post-social networking while stress hormones decreased.

While this "study" has numerous flaws, including a sample size of one and no controls, it does suggest an interesting hypothesis: that using social networking sites releases the same feel-good hormone as cuddling, orgasm, breastfeeding and childbirth.

Studies show oxytocin influences maternal bonding

The article states that oxytocin is linked to numerous positive outcomes, including increased empathy and honesty. If this is proven in a large-scale study, it could have major implications for various populations. For example, people who are geographical isolated could use social networking to maintain healthy levels of the bonding hormone or people with mental illness or disabilities could use social networking to maintain relationships while hospitals and build empathy for others. Although extremely preliminary, it could lead to social networking being "prescribed" by psychiatrists to build empathy in patients or to help connect those with agoraphobia.

The increase in oxytocin could also explain why people become addicted to social networking sites, especially if they are lacking human contact due to their location, work situation or anti-social tendencies.