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Ten Things You Always Wanted to Know About College Students and Their Media Use
1.
2.
3.
4. Ten Things
Linda Cuellar, Ed.D.
Mass Communication
Northwest Vista College
Developmental Education Summit
June 24, 2011
5. Ten Things
You Always Wanted To Know About Media
Usage Among College Students
Linda Cuellar, Ed.D.
But Were Afraid To Ask Mass Communication
Northwest Vista College
Developmental Education Summit
June 24, 2011
8. One
Students’ Screen Time Keeps Increasing
53 HRS. /WK -- Today, 8-18 year-olds devote an average of 7 hours and 38
minutes (7:38) to using entertainment media across a typical day (more than 53 hours
a week).
9. One
Students’ Screen Time Keeps Increasing
53 HRS. /WK -- Today, 8-18 year-olds devote an average of 7 hours and 38
minutes (7:38) to using entertainment media across a typical day (more than 53 hours
a week).
7 hrs. and 38 min. Daily-- And because they spend so much of that time
'media multitasking' (using more than one medium at a time), they actually manage to
pack a total of 10 hours and 45 minutes (10:45) worth of media content into those 7
hrs. 38 min. a day.
10. One
Students’ Screen Time Keeps Increasing
53 HRS. /WK -- Today, 8-18 year-olds devote an average of 7 hours and 38
minutes (7:38) to using entertainment media across a typical day (more than 53 hours
a week).
7 hrs. and 38 min. Daily-- And because they spend so much of that time
'media multitasking' (using more than one medium at a time), they actually manage to
pack a total of 10 hours and 45 minutes (10:45) worth of media content into those 7
hrs. 38 min. a day.
+1 hr. and17 min. since 2004 --The amount of time spent
with media increased by an hour and seventeen minutes a day over the
past five years, from 6:21 in 2004 to 7:38 today.
Source: The Kaiser Family Foundation (2010, January) Generation M2: Media in the Lives of 8 -18 Year
Olds, Menlo Park, CA: Author
12. Two
College students devote even more time using
media than younger students (8-18 year olds).
Source: Alloy Media + Marketing's 9th annual College Explorer Survey, 2009
13. Two
College students devote even more time using
media than younger students (8-18 year olds).
They spend an average of 12 hours daily engaged with some type of
media (when all platforms were totaled).
Source: Alloy Media + Marketing's 9th annual College Explorer Survey, 2009
14. Two
College students devote even more time using
media than younger students (8-18 year olds).
They spend an average of 12 hours daily engaged with some type of
media (when all platforms were totaled).
Nine and a half of those hours are spent with their "tech" gadgets,
including computers, mobile devices, MP3 players, and gaming devices.
Source: Alloy Media + Marketing's 9th annual College Explorer Survey, 2009
15. Two
College students devote even more time using
media than younger students (8-18 year olds).
They spend an average of 12 hours daily engaged with some type of
media (when all platforms were totaled).
Nine and a half of those hours are spent with their "tech" gadgets,
including computers, mobile devices, MP3 players, and gaming devices.
Source: Alloy Media + Marketing's 9th annual College Explorer Survey, 2009
16. Two
College students devote even more time using
media than younger students (8-18 year olds).
They spend an average of 12 hours daily engaged with some type of
media (when all platforms were totaled).
Nine and a half of those hours are spent with their "tech" gadgets,
including computers, mobile devices, MP3 players, and gaming devices.
Source: Alloy Media + Marketing's 9th annual College Explorer Survey, 2009
17.
18. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
19. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
20. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
21. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
22. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
23. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
24. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
25. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
26. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
27. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
28. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
29. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
30. College Student Daily Media Consumption
Platform Average Daily Hours of Media Use
Computer 5.0
Television 2.5
Cellular Device 2.4
MP3 Player (music) 1.3
Gaming Device 0.75
33. Three
The myth of multi-tasking is seductive.
College students have “drunk the Kool-Aid” according to MIT
psychology professor Shirley Turkle. They have accepted as
truth the myth that multi-tasking increases our effectiveness.
Recent brain research on multi-tasking shows that it harms
effectiveness (PBS Frontline, “Digital Nation,” 2009).
Read more: http://www.pbs.org/wgbh/pages/frontline/digitalnation/interviews/
turkle.html#4#ixzz1PZjV8tKD
34.
35. “The best example of this over the past I'd say five
years or so ... has been the cultural infatuation with
multitasking.
And finally the experiments are coming in -- the
careful, controlled experiments about how when
you multitask, there's a degradation of all
function.” (Turkle, 2009)
36.
37. “Did we need to really go through 10 years of
drinking the Kool-Aid on the educational wonders
of multitasking and the forgetting about
everything we knew about what it takes to really
accomplish something hard?” (Turkle, 2009)
38. “Did we need to really go through 10 years of
drinking the Kool-Aid on the educational wonders
of multitasking and the forgetting about
everything we knew about what it takes to really
accomplish something hard?” (Turkle, 2009)
Something hard like learning and academic
achievement.
40. Four
We are losing our ability to
Ignore Irrelevance
41. Four
We are losing our ability to
Ignore Irrelevance
According to Clifford Nass, professor at Stanford University and the
founder of Communication between Humans and Interactive Media Lab.
“ It turns out multitaskers are terrible at every aspect of
multitasking.
They're terrible at ignoring irrelevant information;
They're terrible at keeping information in their head nicely and
neatly organized;
and they're terrible at switching from one task to another.”
Read more: http://www.pbs.org/wgbh/pages/frontline/digitalnation/interviews/nass.html#ixzz1PdpzXY5o
42.
43. “And in fact, we're starting to see some higher-level effects [of
multitasking].
For example, recent work we've done suggests we're worse at
analytic reasoning, which of course is extremely valuable for
school, for life, etc.
So we're very troubled about, on the one hand, the growth, and on
the other hand, the essential incompetence or failure”. (Clifford
Nass, 2009)
44.
45. In conclusion, from Clifford Nass, professor at Stanford
University and the founder of Communication between
Humans and Interactive Media Lab:
“One would think that if people were bad at multitasking,
they would stop. However, when we talk with the
multitaskers, they seem to think they're great at it and
seem totally unfazed and totally able to do more and
more and more.
We worry about it, because as people become more and
more multitaskers, as more and more people -- not just
young kids, which we're seeing a great deal of, but even
in the workplace, people being forced to multitask, we
worry that it may be creating people who are unable to
think well and clearly.”
47. Five
The Screen-Time culture of our college students is
POWERFUL. (lol!)
Most college students are deeply committed
members of Screen-Time culture.
When 371 college students media patterns were
examined, Screen-Time culture overrode the
influences of ETHNICITY and ACADEMIC
differences among the students.
50. Here’s what we studied:
Types of media used
Amounts of time devoted to media use
Most importantly, students from the four groups
were asked to identify their purposes for media
use: for academic and entertainment (purposes
of media use)
Data were compared among four groups of
students.
51.
52. What the data disclosed:
Media use is more similar than than it is
different among the four groups of students
that were examined.
53.
54. TYPE and LENGTH of media use:
College students’ media usage is similar for types used
(cell phone, texting, TV, Internet, etc.) and lengths of time
used by the students each day.
ACADEMIC PLACEMENT:
(Enrollment in Regular vs. Developmental courses) had no
significant impact on media use patterns.
ETHNIC IDENTIFICATION:
No significant impact was found for ethnicity on college
students’ media use patterns.
57. Seven
College students in all four groups surveyed
reported using media for
58. Seven
College students in all four groups surveyed
reported using media for
purposes of entertainment and
59. Seven
College students in all four groups surveyed
reported using media for
purposes of entertainment and
purposes of education for similar amounts of time.
60. An educated guess...
Which group of the four groups examined uses
entertainment media the most?
Regular Latino
Developmental Latino
Regular Non-Latino
Developmental Non-Latino
61. Entertainment
Entertainment
Media Use Mean
Media Use Mean
Score
Score
Non-Latino Regular 0.717
Non-Latino Regular 0.717
Non-Latino 0.749
Non-Latino
Developmental 0.749
Developmental
Latino Regular 0.725
Latino Regular 0.725
Latino Developmental 0.735
Latino Developmental 0.735
0.8
0.750
0.7
0.740
0.7
Value Title
0.730
Value Title
0.7
0.720
0.7
0.710
Non-Latino Regular
Non-Latino Regular
Non-Latino Developmental
Non-Latino Developmental 0.700
Latino Regular
Latino Regular
Category Title Latino Developmental
Latino Developmental
62. An educated guess...
Which group of the four groups examined uses
education media the most?
Regular Latino
Developmental Latino
Regular Non-Latino
Developmental Non-Latino
64. Proportion of
Total Educational
Media Use to
Proportion of
Entertainment
Media Use
Educational Entertainment
Non-Latino Regular 0.216 0.717
Non-Latino 0.250 0.749
Developmental
Latino Regular 0.225 0.725
Latino 0.232 0.735
Developmental
0.8
0.7
Chart illustrates the study groups’ proportions of education
0.6
and entertainment media use. 0.5
0.4
0.3
Non-Latino Regular 0.2
Non-Latino Developmental 0.1
Educational Entertainment Latino Regular 0
Latino Developmental
66. Ten Media Types Examined
Music Cell voice
Video, computer, or Internet (social media
Internet Games sites and email
Internet (surfing,
Cell phone texting
shopping, other)
TV live not Recorded video
(downloads, DVD’,
recording etc.
Non Digital Print
(books, magazines) Multi-tasking
67.
68. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
69. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
70. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
71. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
72. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
73. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
74. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
75. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
76. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
77. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
78. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
79. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
80. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
81. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
82. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
83. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
84. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
85. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
86. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
87. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
88. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
89. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
90. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
91. Ranking of Ten Media Categories by Total Amount of Time
Used by Combined Four Study Groups
1 Total Music
2 Total Cell Texting
3 Total Multi-tasking
4 Total Music Entertertainment
5 Total Cell Texting Entertainment
6 Total TV
7 Total Internet Social Media
8 Total Multi-tasking Entertainment
9 Total Cell Voice
10 Total Print Media
93. Eight
For many, reading for fun may is going the way of
the horse and buggy.
Mean scores for students in all four study groups
were negative for print media use for
entertainment purposes.
Print media use for entertainment purposes is
infrequent among students in all four study groups
that educators need to be both aware and
95. Nine
Educators can help students use their media
time more effectively with more awareness about
media.
Use Media Literacy activities
Have students read out loud when opportunity
is right
Use Critical Thinking activities
What Else Would Work In Your Courses?
96.
97. Build Awareness of Media’s impact and influence
with experiential activities and hands-on projects.
“Off-the-Grid” for 24, 48 or 100 hours
Counter the Mass Media’s Consumer Bias
Class reading assignments that explore life and
history before the ubiquity of mass media and
its advertising driven foundations.
Hands-on demonstrations and presentations on
technology evolution, media and its impacts on
society.
Others that will work in your courses?
99. Ten
Educators’ Best Friend Today is Media Literacy
Myth: “Digital Natives vs. Digital Immigrants”
both limiting and misleading.
We are all immigrants to technology changes.
The technology playing field is changing too
rapidly for anyone to qualify as a “native” any
longer.
We’re all new to this. Students, too!
100.
101. Start where you are.
Do a self assessment of your media use patterns.
Monitor your use of media, keep a journal.
Complete a day or two “off the grid” (modified to
allow for work and study) and journal about your
findings.
Explore mass media documentaries on PBS’
Frontline series.
Explore sites on media literacy, multi-tasking and
distraction, Marshall McLuhan, George Gerbner,
Neil Postman, Clay Shirky, Shirley Turkle.
103. Thank You
We’re in this journey of education together.
Contact me at lcuellar@alamo.edu
Editor's Notes
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HERE IS A NOTE!-- \n\nthis material is from the research prepared for my 2009 dissertation research project for my doctoral degree at Texas A&M Corpus Christi\n
HERE IS A NOTE!-- \n\nthis material is from the research prepared for my 2009 dissertation research project for my doctoral degree at Texas A&M Corpus Christi\n