Rewiring connection: The role of oxytocin in interactive media behavior

This narrative review examines the role of oxytocin (OXT), a neuropeptide hormone central to social behavior and social salience, in the health effects of interactive media use. We propose that differences in OXT stimulation between in-person and online communications create a neurobiological mismatch with implications for social fulfillment and mental health. While face-to-face interaction can stimulate OXT responses linked to social bonding and stress reduction, text-based communication produces effects comparable to those in no-contact conditions, likely due to the absence of multisensory cues. Incorporating OXT activation into the theoretical understanding of Problematic Interactive Media Use (PIMU) suggests that vulnerabilities in OXT-related systems may predispose individuals to rely on digital platforms as compensatory tools for unmet social needs. Genetic variation in the OXT receptor gene (OXTr) can further moderate the likelihood that some individuals rely on interactive media use to meet social needs, thereby shaping patterns of digital social behavior. Empirical evidence suggests OXT dysregulation disorders in PIMU. However, intranasal OXT shows promise for mitigating maladaptive online behaviors. Findings to date suggest that insufficient OXT release during digital interactions may promote online interaction dependency. Understanding the interplay between OXT and other neurotransmitter systems, including those related to reward-seeking and compulsive behaviors, as well as stress, provides an important foundation for developing targeted interventions that support healthier interactive media use and mitigate emotional dependence on and negative outcomes from digital platforms.