Media Multitasking

Question 1

Kaiser Foundation Study Findings

Answer 1

1. Kids spend more time with electronic than print media.
2. TV-watching takes up most of total media exposure.
3. There is a trend over time of increased electronic media use.
4. ^More than 30% of that time involved kids media-multitasking.
5. TV use declines by age.
6. Amount of time listening to music increases
   
   1. Supervised less by parents
   2. Techonological fluidity: new devices
   3. Individuality & expression

Question 2

Personality traits associated with MM

Answer 2

extraversion, neuroticism

Question 3

Needs associated with MM

Answer 3

cognitive, emotional, social, habitual

Question 4

Factors of MM Behavior

Answer 4

• A type of ‘choice behavior’
• There must be positive, reinforcing feedback effects (self-perpetuating)

Question 6

Wang’s (MM) Study Findings

Answer 6

• Our needs today may be a function of the gratifications obtained yesterday.
• More gratifications lead to more needs.
• Gratification obtained at a given time is a function of how much gratification we have obtained and also of how much our need is.

Question 7

Wang’s Study Findings

Answer 7

• Multitasking- 7 day persistence pattern
• Predictors of media multitasking: cognitive and habitual needs, neuroticism,
• Needs & gratifications
  
  • Earlier gratification in one area (-) related to the present need in the corresponding area
• When emotional need is low, MT is associated with stronger gratification.
• When emotional need is high, MT is associated with lower gratification.