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School of Business | Department of Marketing | Marketing | 2011
Thesis number: 12739
Media as multitasking: An exploratory study on capturing audiences’ media multitasking and multiple media use behaviours
Author: Tokan, Fatih
Title: Media as multitasking: An exploratory study on capturing audiences’ media multitasking and multiple media use behaviours
Year: 2011  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: markkinointi; marketing; media; media; kuluttajakäyttäytyminen; consumer behaviour
Pages: 174
Full text:
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Key terms: Media multitasking; multiple media use; daily life routine; media consumption; media audience and environment; consumer behavior; attention and cognitive control; grounded theory
PURPOSE OF THE STUDY The objective of this research is mainly exploring media multitasking and multiple media use practices among audiences with all included aspects and respective attention towards each aspect. Moreover, the research further aims at investigating rationale for conducting media multitasking and using multiple media, examining influencing factors as well as consequences of undertaking these practices on audiences. In order to achieve these objectives, media consumers’ routine daily life activities were observed and analysed according to the thematic context that these practices occur. To say, the research and its objectives have mostly emerged from the lack of studies qualitatively studying media multitasking and multiple media use practices as a holistic process as well as these studies’ deficiency in delivering insights, feelings and emotions of the audiences while conducting these practices.

METHODOLOGY This study is an exploratory qualitative research aiming at capturing media multitasking and multiple media use experiences of audiences as a part of their everyday life routine. In order to identify these practices within audiences’ daily life routine, grounded theory approach is utilized. During audiences’ general media consumption is observed, media multitasking and multiple media use practices have been established and concepts and categories within these media practices have been generated. Field observations and in-depth interviews have been conducted as data collection methods using theoretical sampling to reach participants according to grounded theory methodology.

FINDINGS Research findings indicate that thematic context directly influences media multitasking and multiple media use experience, affecting reasons for and results of conducting these media practices. A number of factors have been identified fostering or inhibiting occurrence of these practices depending on the circumstances, while these factors reciprocally interact with thematic context effects. It has been found that some reasons for conducting media multitasking or using multiple media originates internally according to requirements or desires of audiences. On the other hand, it is also possible that rationale for conducting these activities are initiated externally, mainly forced by media environment or work context. Furthermore, conducting these activities delivers some benefits to audience; improve their media usage experience in multiple media consumption as well as support non-media activities during media multitasking. However, it is also observed that media multitasking and multiple media use experiences might result in deprecating consequences, personal complications or deliver a drearier media consumption experience. To say, depending on the thematic context, rationale for conducting, influencing factors and media combination, the form of consequence is determined, either beneficial or detrimental. In order to cope with drawbacks, audiences deploy some strategies aiming at reducing or completely eliminating the damaging result such as restricting media channel and content availability and creating media hierarchies.
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