SECOND SCREENING AND CIVIC ENGAGEMENT AMONG GEN Z: THE MEDIATING ROLE OF MEDIA EFFICACY

Abstract

A new form of media multitasking is second screening, which describes using a second internet-connected screen while watching media on a first screen, typically, television or other news media. Young audiences can use their smartphones and other connected devices to look up more information, comment on news, voice opinions, share political news and opinions, and engage in civic topics and causes while they are watching television or other primary-screen content. This shift poses an intriguing question: does second screening shift young audiences from media viewing to civic participation? In this quantitative study, the relationship between second screening and civic engagement of Generation Z is examined. It also investigates if and how alternative media use offers an important route by which second-screen practices are translated into civic engagement. The research design used in the study is cross sectional survey (n= 421) with quantitative approach. The study conceptually defines second screening as the independent variable, alternative media use as the mediating variable and civic involvement as the dependent variable. The conceptual argument of the study is that second screening can help to improve civic engagement by enabling youth to navigate between the environments of traditional and digital information.. Given this context, the study adds to the rapidly expanding body of research on the use of hybrid media by analyzing the potential for a relationship between screen-based media multitasking and civic participation in daily media use.