Shubham Mishra, Neeraj Srivastava & Akash Yadav
Department of Commerce
National PG College(Autonomous)
Lucknow, Uttar Pradesh-India

Abstract– The rise in popularity of short-form video material on websites such as YouTube Shorts, Facebook Shorts, and Instagram Reels has resulted in a phenomenon called “Reel Addiction.” The purpose of this study is to examine how excessive reel consumption affects cognitive abilities, including memory retention and concentration level, as well as the wider cultural and ethical values of Gen Z and Millennials. The project will use a mixed-method research strategy, combining qualitative interviews to examine changing ethical and cultural viewpoints with quantitative surveys to gauge screen usage and cognitive tests. The study aims to ascertain if extended exposure to algorithm-driven, fast-paced information causes attention prob- lems, fragmented memory processing, and a shift in conventional values. Additionally, the project will evaluate how engagement- driven algorithms, influencer culture, and digital trends shape cultural narratives and ethical standards. This study intends to provide light on the social and cognitive effects of reel addiction in order to guide digital literacy initiatives and mindful content consumption techniques.

Keywords- Reel Addiction, cognitive abilities, memory retention level, concentration level, cultural values, ethical values

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