Hybrid Time as a Critical New Variable in Media Consumption – Context of the Attention Economy

Abstract

The article aims to draw attention to the growing importance of the time variable in media consumption research in a situation of a specific oversupply of content concerning consumer expectations. One of the new phenomena in media consumption is the parallel use of multiple media and content at the same time (multitasking). The traditional division of daily time into working, home, and free time is losing importance, and media consumption occurs in hybrid time. The article reviews the literature on selected research and the concept of media consumption time and the attention economy. The report highlights the need for an in-depth study on the impact of hybrid media consumption on the work environment and private life.