Towards an enhanced understanding of the behavioural phenomenon of multiple media use

Abstract

ABSTRACTThe central focus of this paper is the behaviour of individuals when multitasking with media, wherein attitudes towards multiple media use and the management strategies employed when media multitasking are examined. A qualitative design is chosen for this in-depth study, using 34 face-to-face interviews in the UK, Germany and Australia. Findings confirm multiple media use as a central feature of everyday life, with a switching method of media multitasking widely acknowledged across all three samples. Broad similarities in attitudes, including the perceived costs and benefits of multitasking with media, are uncovered across the samples, where media hierarchies and media synergies are generated alongside self-imposed restrictions to develop effective personal ‘media multitasking portfolios’.