Attention and Awareness

Abstract

Media effects depend largely on whether media users pay attention. A common concern about media effects, moreover, is that screen media have short- and long-term influences on attention and related psychological processes. The most important determinants of attention to media concern the use of production features, comprehensibility, and individual interest in particular media content. Consequently, beyond those aspects of media that attract and hold attention, preexisting interests and beliefs guide content choices and are therefore self-reinforcing. With respect to the impact of media on attention skills, entertainment TV and media multitasking is weakly associated with reduced attention and executive function skills, but educational media can increase these skills. Interactive digital screen media are associated with increased attention and executive function skills. Screen media, including television, designed to teach these skills are successful at doing so.