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Abstract

Television (TV) audiences are increasingly using portable communication technologies to multitask, look up information online, check social network sites, and comment on the programs being watched. Although multitasking can distract audiences away from the TV content, the use of a second screen in a manner that complements the mass communication content is a unique phenomenon that may lead to positive outcomes. This study, based on survey data collected from a national stratified random sample (N = 1417), supports a theoretical model linking frequency of complementary simultaneous media use to engagement, which in turn mediates incidental learning. Findings may be useful for mass communication scholars and practitioners seeking to understand the effects of dual electronic media use.

Keywords

Complementary simultaneous media use dual-screen interaction engagement incidental learning multiscreen use second screen

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Second screen effects

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Keywords

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