IJBTT

Media Multitasking: A Cross-Cultural Study
	© 2021 by IJCTT Journal
	Volume-69 Issue-3
	Year of Publication : 2021
	Authors : Joseph Gray, Damian Schofield
	DOI :  10.14445/22312803/IJCTT-V69I3P112

How to Cite?

Joseph Gray, Damian Schofield, "Media Multitasking: A Cross-Cultural Study," International Journal of Computer Trends and Technology, vol. 69, no. 3, pp. 64-73, 2021. Crossref, 10.14445/22312803/IJCTT-V69I3P112

Abstract
Media usage is increasing worldwide. Along with this increase in media, usage is a proliferation of mobile devices that facilitate the effortless behavior of media multitasking. This paradigm shift in the way in which media is consumed presents fundamental challenges for the domains of Human-Computer Interaction (HCI), education, psychology, and commerce. Media is also becoming increasingly global in nature, as much of it is now delivered over the internet. The global scale and digital delivery of media present a new challenge for those in the field of HCI as this technological change introduces a new dimension that is needed to understanding user interaction related to both the devices themselves and the digital platforms accessed on them. This study begins the process of developing an understanding of cross-cultural media multitasking habits through a modified Media Multitasking Index (MMI) questionnaire. In this study, participants from five countries were surveyed. The countries used in this study were the USA, Brazil, India, and Germany. This research provides valuable insights into the increasingly common phenomenon of media multitasking and the similarities and differences between cultures when engaging in this activity. This study contributes to previous research in the realm of media multitasking by expanding on foundational knowledge on a global scale setting the stage for more detailed research on predictors, outcomes, and habits of global media multitasking.

Keywords
Media Consumption, Media Multitasking, Cross Cultural, Polychronicity, Monchronicity.

Reference
[1] C. M. Segijn and A. Kononova., Audience, Media, and Cultural Factors as Predictors of Multiscreen Use: A Comparative Study of the Netherlands and the United States, International Journal of Communication, 12(0) (2018) 23.
[2] A. Van Cauwenberge, G. Schaap and R. van Roy., TV No Longer Commands Our Full Attention: Effects of Second-Screen Siewing and Task Relevance on Cognitive Load and Learning, Computers in Human Behavior, 38 (2014) 100–109.
[3] J. Aagaard., Multitasking as Distraction: A Conceptual Analysis of Media Multitasking Research, Theory, and Psychology, 29(1) (2019) 87-99.
[4] Y. Hwang, H. Kim and S.H. Jeong., Why Do Media Users Multitask?: Motives for General, Medium-Specific, and ContentSpecific Types of Multitasking, Computers in Human Behavior, 36 (2014) 542–548.
[5] R. S. Goonetilleke and L. Yan., The Relationship Between Monochronicity, Polychronicity and Individual Characteristics, Behaviour and Information Technology, 29(2) (2010) 187-198.
[6] A. Kononova and Y.H. Chiang., Why Do We Multitask with Media? Predictors of Media Multitasking Among Internet Users in the USA and Taiwan, Computers in Human Behavior, 50 (2015) 31–41.
[7] B. Duff, G. Yoon, Z. Wang, and G. Anghelcev., Doing It All: An Exploratory Study of Predictors of Media Multitasking, Journal of Interactive Advertising, 14(1) (2014) 11-23.
[8] K. Merrill., Holding Off on the Fun Stuff: Academic Media Multitasking and Binge-Watching Among College Students, (2018). Retrieved April 21, 2020, from STARS website: https://stars.library.ucf.edu/etd/5788/
[9] J. Luo, L. Liang, and H. Li., The Divergent Roles of Social Media in Adolescents’ Academic Performance, Journal of Research in Childhood Education, 34(2) (2020) 167-182.
[10] C. Yildirim and V.J. Dark., The Mediating Role of Mindfulness in the Relationship Between Media Multitasking and Mind Wandering. Proceedings of the Technology, Mind, and Society, (2018).
[11] R.B. Lopez, J.M. Salinger, T.F., Heatherton and D.D. Wagner., Media Multitasking is Associated with Altered Processing of Incidental, Irrelevant Cues During Person Perception. BMC Psychology, 6(1) (2018).
[12] A.M. Hilde, S. Voorveld, C.M. Segijn, P.E. Ketelaar and E.G., Smit., Investigating the Prevalence and Predictors of Media Multitasking Across Countries, International Journal of Communication, 8(1) (2014) 2755–2777.
[13] Kaiser Family Foundation., Generation M2: Media in the Lives of 8- 18-Year-Olds, A Kaiser Family Foundation Study, Menlo Park, California, (2010).
[14] L.M. Carrier, N.A. Cheever, L.D. Rosen, S. Benitez, and J. Chang., Multitasking Across Generations: Multitasking Choices and Difficulty Ratings in Three Generations of Americans, Computers in Human Behavior, 25(2) (2009) 483–489.
[15] D.P. Brumby, C.P. Janssen, T. Kujala and D.D. Salvucci., Computational Models of User Multitasking, Computational Interaction Design, (2018) 341-362.
[16] Q. Ji and D. Zhao., Tweeting Live Shows: A Content Analysis of Live-Tweets from Three Entertainment Programs. In Proceedings of the 2015 International Conference on Social Media and Society, July, (2015) 1-6.
[17] A. Shokrpour and M.J. Darnell., How People Multitask While Watching TV, Proceedings of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video - TVX ’17, (2017).
[18] J.M. Rigby, D.P. Brumby, S.J.J. Gould and A.I. Cox., Media Multitasking at Home. Proceedings of the 2017 ACM International Conference on Interactive Experiences for TV and Online Video - TVX ’17, (2017).
[19] H. Müller, A.S. Hendrik, and E. Ferrall-Nunge., Survey Research in HCI, Ways of Knowing in HCI, New York, NY, USA: Springer, (2014) 229-266.
[20] E. Ophir, C. Nass, and A.D. Wagner., Cognitive Control in Media Multitaskers, Proceedings of the National Academy of Sciences, 106(37) (2009)