Media Convergence and Media Multitasking

Snezhanka Kazakova () and Verolien Cauberghe ()
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Snezhanka Kazakova: Universiteit Gent
Verolien Cauberghe: Universiteit Gent

Chapter 12 in Media and Convergence Management, 2013, pp 177-188 from Springer

Abstract: Abstract The present chapter focuses on media multitasking—a phenomenon that represents a current shift in media use behavior, following the recent trends towards technological and media convergence. In the first part we discuss the nature and scope of the phenomenon, reporting scientific findings on the prevalence and antecedents of media multitasking. In the second part we outline the implications of this shift in media use behavior for the cognitive processing of media content, relying on theoretical insights from cognitive psychology as well as existing experimental research within the field of media multitasking. Lastly, we identify potential threats and opportunities for media planning and marketing communication in view of the limited experimental data available.

Keywords: Cognitive Processing; Media Content; Media Message; Media Viewer; Persuasive Message (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-36163-0_12

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