Multitasking as multisensory behavior: Revisiting media multitasking in the perspective of media ecology theory

Media multitasking has become an inseparable part of the media routine for many Internet users as it is being retribalized, as a multisensory computer-mediated behavior, in the mobile media age. Guided by McLuhan's media ecology theory, this study examined the hierarchical relationships between media multitasking and media generations, mobile media use, and need for cognition among users in the United States and China (N = 1,340). After gender...