In the context of media theory, what does secondary involvement describe?

Secondary involvement refers to the scenario in which an individual engages with a media message while simultaneously participating in other activities. This concept is vital in understanding modern media consumption, especially with the prevalence of technology that allows for multitasking, such as using a smartphone while watching television.

When someone absorbs a message while multitasking, their attention may not be fully dedicated to the media content, yet they are still exposed to the message. This allows for a level of passive engagement that can affect how information is received and processed. It contrasts with being fully dedicated to the media, where an individual’s attention is solely focused on the content, as well as with critical analysis, which requires a more active and thoughtful interaction with the media. The nature of secondary involvement emphasizes the changing landscape of media consumption in a digital age, where distractions are commonplace, and people's attention is often divided.