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

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.

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

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