Media addictions as Apparatgeist: What discourse on TV and smartphone addiction reveals about society

Disconnection presents itself as a modern answer to problems of media addiction and overuse. But, is it really novel? Through a thematic analysis of Dutch and American newspaper articles spanning several decades, this study examines public news discourses on TV and smartphone addiction and their imagined solutions. The analysis reveals Apparatgeist: While there are parallels stemming from similar affordances, the discourse surrounding each affliction and its treatment is also unique to its time. While TV addiction discourse alludes to the loss of traditional values, smartphone addiction discourse emphasizes self-governance. Disconnection is framed as a solution but is imbued with moral imperatives regarding the necessity of self-discipline and productive time. Overall, smartphone addiction discourse points toward being “present” and “in touch with one’s authentic Self” as states that are morally valuable and time-worthy, but under stress in contemporary society.