Divided Attention and the Impact of Split-Screen TikTok Videos

Written by: Kyra (24-O3)

Designed by: Andrea (24-A2)

In an increasingly fast-paced digital world, the concept of divided attention has taken on new significance. Divided attention refers to the ability to process multiple streams of information simultaneously, a skill that has become essential in navigating modern life. As cognitive demands increase, especially in the digital age, understanding divided attention is crucial. Platforms like TikTok exemplify this phenomenon, using engaging content to capture and maintain viewer interest. The rise of TikTok, with its dynamic short-form videos, has transformed how we consume media, pushing creators to employ innovative techniques to retain attention. This article explores how split-screen videos, particularly those featuring popular games like Subway Surfers, leverage divided attention to enhance viewer engagement.

From a cognitive psychology perspective, divided attention involves the allocation of cognitive resources to multiple tasks or stimuli at once. Theories surrounding divided attention highlight its complexity, as it requires rapid switching between tasks or the simultaneous processing of information. 

While divided attention can lead to challenges, it also offers positive effects. Enhanced multitasking abilities are one such benefit, allowing individuals to manage several responsibilities simultaneously. This skill is especially valuable in professional environments. Additionally, divided attention promotes cognitive flexibility, enabling quicker adaptation to new situations. The resulting increase in situational awareness, critical for tasks like driving, further illustrates the advantages of being able to split one’s focus. Activities like gaming and sports also cultivate skills related to divided attention, as players often process multiple visual and auditory cues at once. Furthermore, learning can be more efficient when diverse activities engage students simultaneously, creating a richer educational experience.

Hence, this brings up the question – what makes  split-screen TikTok videos inherently “bad”, while everyday examples of divided attention such as juggling phone calls while driving or texting during conversations are considered much more normal?

One thing that must be taken into consideration is how the rise of technology has significantly impacted attention spans. With increased screen time, many find their ability to concentrate on single tasks diminishing, leading to a notable shift in media consumption habits. This evolution emphasises the necessity of understanding how divided attention manifests in various contexts, particularly on platforms like TikTok.

TikTok has carved a unique niche in the social media landscape, characterised by its short-form video format that encourages creativity and spontaneity. The platform's algorithm promotes engaging content, pushing users to scroll through a seemingly endless feed of videos designed to capture attention in mere seconds. The use of trends and challenges further enhances this engagement, creating a culture where viewers are not just passive consumers but active participants. Mechanisms of attention-capturing play a crucial role in TikTok's success. For example, visual and auditory stimuli are expertly designed to keep viewers intrigued, often featuring rapid edits, catchy music, and bold graphics. These elements work together to create an immersive experience that caters to the target audience's divided attention, ensuring that users remain engaged.

One of the most striking features of TikTok is its use of split-screen functionality. This visual technique not only adds novelty but also allows for simultaneous engagement with multiple stimuli. By presenting two (or more) visuals at once, creators can enhance viewer interaction and maintain interest in their content.

A prime example of this can be seen in videos featuring Subway Surfers. The game’s mechanics, which involve navigating a character through a vibrant environment while avoiding obstacles, inherently demand quick reactions and constant attention. When presented in a split-screen format, viewers are drawn into the action, experiencing both the gameplay and the creator's commentary or additional visuals. This dual engagement draws in viewers to a much greater extent, by making them invested in the game as well as engaging with the creator’s narrative.

However, despite the engaging aspects of divided attention, there are critiques and concerns regarding its effects. Overstimulation from constant media consumption can lead to anxiety and distraction, making it difficult for individuals to focus on tasks in their everyday lives. Long-term exposure to such stimuli may further erode attention spans, raising concerns about one’s ability to concentrate in a world filled with distractions. Ethical considerations also emerge regarding content creation. Creators bear responsibility for engaging their audiences without contributing to addictive consumption patterns. The high potential of addiction to content, especially on platforms like TikTok, raises questions about the balance between entertainment and mental well-being.

So, why are similar concerns not brought up with regards to splitting one's attention in other day-to-day tasks? Divided attention practices are evident in everyday life – many people multitask during meals by watching YouTube videos while eating, or scrolling through their emails while getting ready for bed, or listening to podcasts while working out at the gym. While split-screen videos on TikTok have been labelled as an “overstimulating and senseless” barrage of content, splitting one’s attention in real life can be labelled as “making the most of one’s time”.

This is because while these day-to-day activities may share some characteristics with TikTok videos, the context and nature of engagement differ. In essence, split-screen videos are just there for you to watch, without actually taking  anything in. Furthermore, TikTok’s short, visually dynamic content often elicits quicker reactions, while activities such as checking emails, or watching longer YouTube videos may demand more sustained focus. Hence, the benefits of multitasking in real life make it much more fulfilling. The increase in productivity and efficiency of multitasking, compared to the way split-screen videos on TikTok do not do anything except serve as a hook for reeling in more viewers, forgives the divide in attention both ultimately result in. 

The psychological implications of split-screen videos are significant. Divided attention can affect attention and memory retention, as processing multiple streams of information can lead to challenges in recalling details. This can have negative implications for learning, especially in an environment saturated with media competing for attention. Moreover, emotional and social aspects intertwine with divided attention in the TikTok context. The connection between gaming and social interaction fosters a community among viewers, often amplified by the fear of missing out (FOMO). This phenomenon drives users to engage with similar content continually, impacting their social behaviour and emotional well-being.

In conclusion, divided attention plays a pivotal role in modern media consumption, particularly on platforms like TikTok. The use of split-screen videos may enhance viewer engagement, but also illustrates the complexities of how we process information in this digital age. While there are undeniable benefits to multitasking and divided attention, it is essential to navigate the challenges they present thoughtfully. Striking a balance between engaging content and mental well-being will be crucial as we continue to adapt to an ever-evolving media landscape.