“For those who are curating a self, social media notifications work as a form of clickbait.22 Notifications light up the ‘reward centres’ of the brain, so that we feel bad if the metrics we accumulate on our different platforms don’t express enough approval. The addictive aspect of this is similar to the effect of poker machines or smartphone games, recalling what cultural theorist Byung-Chul Han calls the ‘gamification of capitalism’.”