Trying to escape reality? Do it using one source of entertainment at a time.
According to a recent study, toggling between viewing entertainment and social media lessens a person’s ability to escape reality and enjoy a show.
As part of the project, researchers studied an experience that has become increasingly common: More than half of television viewers aged 18 to 24 use a second screen web-connected device for engaging on social media to discuss what they are watching, according to previous research.
The new study found the most significant impact of the two-screen experience was on viewers’ ability to “transport” into the narrative and become immersed in the televised story.
“Despite its popularity, live-tweeting has potential pitfalls on audience experience,” said Saraswathi Bellur, assistant professor in communication, and one of the lead researchers who collaborated on the study published in the Journal of Broadcasting and Electronic Media.
For the study, researchers separated 230 college students into two groups. One group watched the television show “Friends” while tweeting; the other group watched the same show without tweeting. Those tweeting were asked to send at least five messages during the half-hour broadcast.
Afterward, both groups completed a survey about the experience.
Compared to those engaged in media multitasking, participants consuming only one medium were more likely to experience “transportation” into the content and, in turn, more intensified emotions.
Given the prevalence of television shows that actively initiate social media conversations among viewers by promoting conversations, more research needs to be done, say the authors. (ANI)
