The word “multitasking” gets thrown around a lot these days. For years it was touted as the cognitive default for a new generation of digital natives, but psychologists are increasingly warning us against its harmful effects on many different forms of human activity. What exactly is meant by the concept of multitasking, however, remains peculiarly taken-for-granted. The purpose of this article is therefore to analyze, evaluate, and interpret how the word “multitasking” is currently being used in scientific practice. Taking departure in the domain of media multitasking research, the article reveals an unacknowledged normativity in the empirical research literature: Multitasking does not in fact denote a quantitative enumeration of tasks, but a qualitative distinction between on- and off-task activity. In other words, multitasking is functionally equivalent to distraction. This article discusses how this insight challenges the scientific rationality of current media multitasking research and concludes with implications for future research.
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