NotesFAQContact Us
Collection
Advanced
Search Tips
Back to results
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ728868
Record Type: Journal
Publication Date: 2005-Jul
Pages: 26
Abstractor: Author
ISBN: N/A
ISSN: ISSN-0360-3989
EISSN: N/A
How Attention Partitions Itself during Simultaneous Message Presentations
Bergen, Lori; Grimes, Tom; Potter, Deborah
Human Communication Research, v31 n3 p311-336 Jul 2005
Television producers, across all types of programming, assume young viewers can parallel process simultaneously presented messages. For instance, television news producers appear to believe that young viewers can attend to weather icons, lexical news crawls, and sports scores while they also attend to news anchors who present the news. Nonetheless, attention theory suggests parallel processing on this scale cannot be executed efficiently. Given the format's popularity, perhaps those messages take advantage of perceptual grouping, as described by Treisman, Kahneman, and Burkell (1983). Perceptual grouping describes a process where separate but semantically related messages are attended to simultaneously with minimal effort. Using secondary task methodology, we measured participants' attentional capacity while they watched an example of this format: CNN's Headline News. In addition to this visually complex condition, we created a visually simple condition by deleting graphics and news crawls. Participants in this latter condition attended to both the auditory and visual channels, thus retaining story facts conveyed by both channels. Participants in the complex condition, however, shifted attention to the auditory channel. Ten percent of the factual information contained in news stories was lost to participants. It appears that this multimessage format exceeded viewers' attentional capacity. In conclusion, we discuss the implications for attention theory.
Oxford University Press, Great Clarendon Street, Oxford OX2 6DP UK. Tel: +44 1865-353907; Fax: +44 1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://hcr.oxfordjournals.org/.
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A