Propagandizing techniques of distraction are used in media manipulation. The idea is to encourage the public to focus on a topic or idea that the compliance professional feels is supportive of their cause. By focusing attention, a particular ideology can be made to seem the only reasonable choice. Oftentimes, media competition is the driving force for media bias, manipulation, and distraction. If a media company can find an audience with a united ideology, it then develops a loyal consumer base, as its consumers will be happy with the way media is presented. A so-called "conservative" media outlet would not hire a "liberal" reporter, as they would run the risk of alienating its viewership.
Distraction is also important in studies of media multitasking, or the simultaneous use of multiple media at once. This behavior has emerged as increasingly common[when?], especially among younger media users. Studies show that while humans are predisposed to the desire to multitask, most people struggle to have legitimate productivity while multitasking. Instead of giving a task full attention, the split attention that multitasking necessitates can cause one task to be a distraction to another. On the other hand, some studies show that multitasking has the potential for a high-risk high-reward situation, leading to the idea that success can arise from multitasking if one is good at the activity.
