Annenberg Professor Martin Fishbein and Ph.D. Student Se-Hoon Jeong published in “Media Psychology.”

Wednesday, October 10, 2007

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Martin Fishbein, Ph.D., the Harry C. Coles, Jr. Distinguished Professor of Communication; and Annenberg Ph.D. candidate Se-Hoon Jeong, wrote an article that appears in the current issue of Media Psychology, (2007, Vol. 10, No. 3, Pages 364-384). The article’s title is “Predictors of Multitasking with Media: Media Factors and Audience Factors.”

Abstract
In this research, multitasking with media is defined as an audience behavior that combines media use with another non-media activity. This study examines (a) the prevalence and patterns of multitasking among 14- to 16-year-olds and (b) the media and audience factors that predict such behavior. Consistent with previous research, this study found that youth frequently multitask with media. Both (a) ownership of media in bedrooms as a media factor and (b) sensation seeking as an audience factor were found to be significant predictors of multitasking with media. The theoretical and practical implications of the study are further discussed.