Captive Platforms: On the Algorithmic Loops of Infinite Scrolling

The infinite scrolling mechanism has emerged as one of the most effective behavioral traps in the contemporary phase of the AI revolution – devouring users regardless of their background, age, education, or level of digital literacy. Digital platforms e.g. Facebook, Instagram, TikTok, by leveraging the latest discoveries in contemporary science to foster patterns of interaction that often escalate into compulsive use, have become a central component of the complex global digital architecture. By continuously loading content without natural stopping points (e.g. the end of the page), infinite scrolling immerses users in algorithmic loops that are difficult to break. This article examines the algorithmic specificity of digital platforms through the lens of infinite scrolling, focuses on how the technological design both reflects and reinforces platform logics of maximized engagement. Drawing on models from reinforcement learning, behavioral psychology, and sociology, it is argued that infinite scrolling not only shapes users' attention and time perception, but also exerts a corrosive effect on sociability. It replaces deep, sustained interpersonal relations with fragmented, ephemeral interactions, mediated by algorithmic infrastructures optimized for retention rather than human connection.