Year: 2013
Type: article
Abstract: Media multitasking is the rising trend among media users, audience, and it is both the symptom and consequence of digital media environment. Transmediality, media convergence, participatory culture are identified as some of the preconditions for media multitasking to occur. Complexity of media multitasking and lack of strong methodological research resulted in very few relevant researches of this emerging audience behavior. Paper intersects recent media and communications markets researches that identify media multitasking and its varieties and offers practical advices for media producers, from business perspective, in order to make media more competitive in the market and make them capable for better commercial exploitation of media multitasking.
Source: CM Communication and Media
Author: Ana Martinoli
Institution: University of Arts in Belgrade
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2318413611