Clicking, Scrolling, Or Switching: Unveiling the Predictors of Media Multitasking in the United States and Saudi Arabia

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dc.contributorBillings, Andrew C
dc.contributorParrott, Micheal S
dc.contributorBarnidge, Matthew H
dc.contributorHart, William P
dc.contributor.advisorPanek, Elliot T
dc.contributor.authorAlshamrani, Talal Saeed
dc.date.accessioned2024-06-14T17:30:22Z
dc.date.available6/12/2029
dc.date.issued2024
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractMedia multitasking is the simultaneous use of two media devices or applications. Given the global rise of media multitasking and its potential implications for media users, understanding the factors that drive this behavior across cultures is crucial. This study explores different factors that may predict media multitasking behaviors among users in the United States of America (USA) and the Kingdom of Saudi Arabia (KSA), using the Uses and Gratifications Theory (U&G) as a theoretical framework. Specifically, the study examined three key factors that may influence this behavior including, demographic, motivational, and cultural factors. The study utilized an online survey to gather data from two samples of media users in both countries (N = 587). The study revealed that while both the USA and KSA participants frequently multitask with long video-based content and social networking, KSA users exhibit higher levels of media multitasking frequency. Among the demographic factors, age negatively predicts media multitasking, while unemployment status is linked to increased multitasking activities in both countries. Motivational factors played a different role, with social motivations positively predicting multitasking in the USA, while connection and enjoyment motivations served as positive predictors in the KSA. In addition, time orientation (polychronic vs. monochronic) partially explains the variation in media multitasking frequency between the countries, highlighting the role of cultural factors. This study contributes to the understanding of cross-cultural differences in media multitasking, highlighting the complex interplay of demographic, motivational, and cultural factors.en_US
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.other1054525
dc.identifier.urihttps://ir.ua.edu/handle/123456789/13861
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectcross-culture
dc.subjectmonochronicity
dc.subjectmotivation
dc.subjectMultitasking
dc.subjectpolychronicity
dc.subjectUses and gratifications
dc.titleClicking, Scrolling, Or Switching: Unveiling the Predictors of Media Multitasking in the United States and Saudi Arabiaen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. College of Communication and Information Sciences
etdms.degree.disciplineCommunication
etdms.degree.grantorThe University of Alabama
etdms.degree.leveldoctoral
etdms.degree.namePh.D.

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