The latest issue of Esquire Magazine featured an article entitled “Why the F%$# Do People Talk on Cell Phones at the Movies?” and solicited commentary from sociologist Rich Ling.

“Response No. 1, by Rich Ling, sociologist and author of New Tech, New Ties: How Mobile Communication is Reshaping Social Cohesion: There’s a mismatch between people’s understanding of what’s going on around them and their need to be in touch with other people. When someone calls you or texts you, it’s a random positive reinforcement, a little gift. ‘Somebody’s noticing me and that makes me feel important.’ Being noticed by other people is a real narcotic. You have to weigh the importance of your social life with your involvement in the collective film-watching experience. We need a balance between appropriate use and tolerant expectations.”