MultitaskinG. perigo e oportunidade (intro)

«To some extent, the threat to older media is a cultural–generational one. As McLuhan noted, new media can change profoundly the way in which content is consumed and perceived.(...) Moreover, the sheer number of media available can also change consumption patterns – today’s youngsters listen to music, watch TV, read magazines and play video games simultaneously, thereby altering the media experience of each. Such ‘parallel consumption’ (or multi-tasking) is a problem for each older medium but also an opportunity for synergistic inter-media cooperation, for example, CD music which is produced specially as streaming background to popular internet video games.» (Lehman-Wilzig e Cohen-Avigdor, 2004: 722)