Thesis
Time distortion during media multitasking and implication for media measurement
Washington State University
Master of Arts (MA), Washington State University
2014
Handle:
https://hdl.handle.net/2376/102823
Abstract
Retrospective time estimation of media exposure has traditionally been the focus of media measurement in communication research, but this method is complicated by the growth of simultaneous media exposure in today’s mobile and interactive media environment wherein users can be described as active or distracted multitaskers. Given the pervasiveness of media multitasking activities and its potential impact on temporal perceptions, communication research could benefit from a better understanding of the psychological mechanisms underlying subjective time perception during media multitasking. This thesis examined psychological time during task switching through a between-subject experiment. Participants were randomly assigned to a single task condition or a task-switching condition. Results showed that task switching dilated estimated time duration, and participants who were switching between a boring task and a fun task perceived time passage to be significantly faster than those only did the boring task. Further, time passage was not significantly correlated with time duration. Implications were discussed.
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Details
- Title
- Time distortion during media multitasking and implication for media measurement
- Creators
- Shan Xu
- Contributors
- Prabu David (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; [Pullman, Washington] :
- Identifiers
- 99900525064801842
- Language
- English
- Resource Type
- Thesis