In recent years, the issue of media multitasking has sparked a broad discussion about the potential impact on children and youth and has raised concerns among non-profits about how best to engage young people with social marketing campaigns.
To help advance understanding about the issues that surround media multitasking, the Kaiser Family Foundation hosted a forum, The Teen Media Juggling Act: The Implications of Media Multitasking Among American Youth.
Forum participants included executives from MTV and eMarketer, a leading market research firm, along with one of the nation's top cognitive neuroscientists, and experts on media use among young people.
Media Multitasking Among American Youth: Prevalence, Predictors and Pairings
Contributing Organization(s): Henry J. Kaiser Family Foundation
Author(s)/Creator(s): Ulla G. Foehr
Publishing Date: 2006-12-12
Issue Areas: Children and Youth; Media
Ownership/Rights Info: The Kaiser Family Foundation is non-profit, private operating foundation dedicated to providing information and analysis on health care issues to policymakers, the media, the health care community and the general public. The Foundation is not associated w
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Intended Audience: Advocates; College/University Professors; General Public; Legislators/Legislative Aids; Parents; Policy Professionals; Researchers; Teachers-elementary; Teachers-middle school; Teachers-high school
Type/Format: Dataset; Whitepaper; Policy Brief; FactSheet; Survey; Ethnography; CaseStudy; Testimonial; MovingImage; StillImage; InteractiveResource
Language code: English
Type/Format: Dataset; Whitepaper; Policy Brief; FactSheet; Survey; Ethnography; CaseStudy; Testimonial; MovingImage; StillImage; InteractiveResource
Language code: English
Comment & Review
Evidence for the importance of integrated marketing
Posted by: g-thang on Mon, 25 Feb 08 16:44:24 +0000
I am not so sure that multi-tasking by teens really means that we (nonprofit and social issue communicators) need to get more creative as much as we need to make sure that our brands and messaging are placed in multiple channels. If teens are chatting while watching TV, surfing the web, and listening to streaming radio, imagine the impact of hearing/seeing the same message from more than one of those channels within a given period of time. Brings up the old age question of message versus medium - or in this case message versus medium(s).
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