Hybrid Time as a Critical New Variable in Media Consumption – Context of the Attention Economy

Tadeusz Kowalski; Bohdan  Jung

Hybrid Time as a Critical New Variable in Media Consumption – Context of the Attention Economy

Publication date: 21.06.2021

Media Research Issues, 2021, Volume 64, Issue 2 (246), pp. 9 - 21

https://doi.org/10.4467/22996362PZ.21.008.13473

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Hybrid Time as a Critical New Variable in Media Consumption – Context of the Attention Economy

Abstract

The article aims to draw attention to the growing importance of the time variable in media consumption research in a situation of a specific oversupply of content concerning consumer expectations. One of the new phenomena in media consumption is the parallel use of multiple media and content at the same time (multitasking). The traditional division of daily time into working, home, and free time is losing importance, and media consumption occurs in hybrid time. The article reviews the literature on selected research and the concept of media consumption time and the attention economy. The report highlights the need for an in-depth study on the impact of hybrid media consumption on the work environment and private life.

Keywords

media consumption, attention economy, multitasking, hybrid time of media consumption, media research

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Information

Information: Media Research Issues, 2021, Volume 64, Issue 2 (246), pp. 9 - 21

DOI: https://doi.org/10.4467/22996362PZ.21.008.13473

Article type: Original article

Titles:

Polish:

Hybrid Time as a Critical New Variable in Media Consumption – Context of the Attention Economy

English:

Hybrid Time as a Critical New Variable in Media Consumption – Context of the Attention Economy

Authors

Tadeusz Kowalski

https://orcid.org/0000-0002-0900-4468

Faculty of Journalism, Information and Book Studies, University of Warsaw, Poland

Bohdan Jung

https://orcid.org/0000-0003-1361-4768

Instytut Informatyki i Gospodarki Cyfrowej Kolegium Analiz Ekonomicznych SGH

Published at: 21.06.2021

Article status: Open

Licence: CC BY-NC-ND

Percentage share of authors:

Tadeusz Kowalski (Author) - 50%

Bohdan Jung (Author) - 50%

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Publication languages:

English

View count: 994

Number of downloads: 688

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