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September 28, 2005
Concurrent Media Exposure: Another Form Of Continuous Partial Attention
Posted by Stowe Boyd
Gregory Lamb writes in today's Christian Science Monitor that we are seeing a huge explosion in the range and depth of media we are exposed to daily: We swim in an ocean of media. Many are immersed in media all the time. I have a friend who has one or more TVs on on every floor of his three floor home all the waking hours that he is there.
Using more than one medium at once
"The extent that we saw that was quite remarkable," says Michael Bloxham, a Ball State researcher who helped prepare the report, which was released Monday at a media convention in New York.
What's more, of the time spent using media, nearly one-third was spent consuming two or more forms at once, such as watching TV and surfing the Internet, or listening to music while playing a video game.
One theory the study lays to rest, Mr. Bloxham says, is that this media multitasking, which the researchers call Concurrent Media Exposure, "is the province of only the young or the tech savvy." All age groups multitask, he says, though the pairings may differ. Those over 50, for example, were more likely to combine TV viewing with newspaper reading. Younger people might listen to music while sending instant messages.
This is just another example of continuous partial attention, which I have written about a lot in the past few years. This media partial attention is often a very social activity, where people will play video games while listening to music, or with a football game on in the background. In business, we subscribe to RSS feeds, and switch back and forth between reading a report, some blog posts, and IM with a colleague.
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