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Media Convergence and Media Multitasking

In: Media and Convergence Management

Author

Listed:
  • Snezhanka Kazakova

    (Universiteit Gent)

  • Verolien Cauberghe

    (Universiteit Gent)

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.

Suggested Citation

  • Snezhanka Kazakova & Verolien Cauberghe, 2013. "Media Convergence and Media Multitasking," Springer Books, in: Sandra Diehl & Matthias Karmasin (ed.), Media and Convergence Management, edition 127, chapter 12, pages 177-188, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36163-0_12
    DOI: 10.1007/978-3-642-36163-0_12
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    Cited by:

    1. Oliver Budzinski & Sophia Gaenssle & Nadine Lindstädt-Dreusicke, 2021. "The battle of YouTube, TV and Netflix: an empirical analysis of competition in audiovisual media markets," SN Business & Economics, Springer, vol. 1(9), pages 1-26, September.

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