Publika i medijski multitasking – podeljena pažnja u eri multiplatformnosti
Audience and Media Multitasking – Divided Attention in the Multiplatform Era

Summary/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.

• Details
• Contents