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dc.creatorZahn, Michael
dc.date.accessioned2020-06-24T00:34:48Z
dc.date.available2020-06-24T00:34:48Z
dc.date.created2019-08
dc.date.issued2019-08
dc.date.submittedAugust 2019
dc.identifier.urihttps://hdl.handle.net/2346/86002
dc.description.abstractMedia Multitasking is the predominant method through which individuals around the world engage with media today. This research addresses a gap in the existing knowledge regarding information that can be used to develop approaches to improve creative and media strategy and better understand media multitasking intensity through the development of audience profiles. An online survey format was utilized to collect information. Findings from the research indicate prediction factors that include demographics, brain bases of individual embodied biological differences in cognition, psychological personality factors and cultural indicators that influence media multitasking intensity. Audiences profiles for low, medium and high intensity level media multitaskers are developed. Approaches for professional communicators to overcome the cognitive challenges for audiences processing persuasive messages in the current media multitasking environment are discussed. Direction for future research is indicated.
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.subjectMedia multitasking
dc.subjectCreative and media strategy
dc.subjectAudience profiles
dc.titleMedia multitasking intensity predictors: A human centered & ecological approach to developing audience profiles
dc.typeThesis
dc.date.updated2020-06-24T00:34:49Z
dc.type.materialtext
thesis.degree.nameDoctor of Philosophy
thesis.degree.levelDoctoral
thesis.degree.disciplineMass Communications
thesis.degree.grantorTexas Tech University
thesis.degree.departmentMass Communications/Advertising
dc.contributor.committeeMemberBucy, Erik
dc.contributor.committeeMemberKeene, Justin
dc.contributor.committeeMemberLaverie, Debbie
dc.contributor.committeeChairBolls, Paul D.
dc.rights.availabilityRestricted until 2024-09.
local.embargo.terms2024-08-01
local.embargo.lift2024-08-01


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