In a previous blog, we briefly mentioned the emerging trend of social networking while watching video.  This made me think of our ability to multitask while still devoting attention to the job at hand.  There was a period of time when multitasking was an absolute must-have skill, coveted by potential employers who assumed that those who could juggle multiple projects at one time could somehow churn out a large amount of work, thereby increasing company productivity and profit.  Recent research, however, shows that multitasking may be counterproductive; multitaskers are more easily distracted and less likely to get the job done.  The reemerging consensus is that the better route may be to devote all of our attention to one job at a time, carrying it through to completion.

The matter of attention is another issue in itself.  It seems to be hard for us nowadays, living in a fast- moving world where we are often inundated by information.  We all appear to suffer some degree of attention deficit disorder, whether clinically or figuratively.  I’m sure there have been many occasions when you’ve found yourself thinking about what to have for dinner or where to take your next vacation, instead of listening to the boss prattle on about sales demographics and forecasting.  Perhaps right now, while reading this blog, you’ve discovered an interesting piece of lint that warrants further inspection on your clothing.  (It’s okay; I’m not offended.  Well, maybe a little…)  Alas, we all do it.

As visual media creators, we must maintain the balance between the realities of the human attention span, and effectively communicating our message in a brief period of time.  Research shows we have about eight seconds to grab your attention, then mere minutes to hold it – a maximum of twenty minutes for the average adult by some estimates.  As Mark Twain once said, “No sinner is saved after the first twenty minutes of a sermon.”   The irony is that some researchers believe that short attention span is linked to television viewing, so while we are trying to grab and hold your attention, we may at the same time be responsible for decreasing it.  Hmmm…

Indeed, in a busy world that is jam packed with stimuli it can be hard to concentrate on any one thing, be it at work or play.  The next time you’re reading — whether your choice of fodder is the tabloid adventure of some Hollywood super duo, or the intricacies of existentialism — turn off your cell phone and television, and take time to focus on the pure enjoyment of reading.  The next time you’re trying to meet a deadline at work, instead of feeling overwhelmed at the sight of twelve open emails, each demanding an immediate response, choose to prioritize, read and answer just one at a time, then savor the gratification of hitting that Send key.  Take a minute to revel in the satisfaction of an empty desk upon completion of that single, nagging work project, before sullying your workspace with the next.  I plan to give it a try after I finish writing this blog, while reading my text messages, attempting to fish out a small piece of scorched paper from the dark recesses of the copier, and chugging my Goliath-sized latte…