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With life getting more demanding and hectic all the time, it seems there's only one way to cope - multitasking!
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Gurus and life hackers make a living telling us how to get better at it.
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But can we actually multitask?
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The term was first used in the '60s, to describe computer performance.
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The human brain, though, is not a computer and human attention is a very limited resource.
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Some psychologists model visual attention as being like a spotlight.
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It can only be shone in one direction at any one time.
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Our primary focus - what we're paying most attention to - is like the brightly lit area in the centre of the beam.
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It can also be understood as being like a zoom lens - we can choose to narrow our focus to concentrate in detail, or widen it, to be aware of more things simultaneously.
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But we can't be zoomed in and out at the same time.
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Even though we're constantly receiving a huge amount of information from our senses, it's only possible for a small amount to make it through to conscious awareness.
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Watch the next section very carefully, and pay particular attention to how many balls bounce in the circle.
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How many can you count?
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Seven, right?
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But did you also notice that little dinosaur?
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What about the changing shape of the circle?
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Or the smiley face on one of the balls?
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This shows just how powerful focused attention is.
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Being able to filter out irrelevant detail is an amazingly useful tool, but it means we can miss things that are right under our noses - an effect known as inattention blindness.
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You can see this very clearly in the famous Invisible Gorilla experiment.
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When asked to concentrate exclusively on how often basketball players in white pass the ball, most people completely miss the gorilla walking across the screen and beating his chest.
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We just don't have the capacity to process everything at once.
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This is a particular problem when we try to multitask.
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We can switch attention from one task to another and back again.
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But when attention is overloaded, we miss things, and the result is nearly always that we perform tasks less well than we would doing them one at a time.
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It's only truly possible to do two things at once if they require different sets of cognitive resources.
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For example, it's totally possible to read a book and listen to music at the same time.
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Which would suggest that driving while talking on the phone is not a problem, as long as it's a hands-free phone.
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It's not that simple though.
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Research has shown that while talking on the phone, we have a tendency to create mental images, and this uses the same visual resources needed for driving.
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And if visual resources become too stretched, it's perfectly possible for a driver to look directly at a hazard but, just like with that little dinosaur, fail to see it.
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Not everything will make it through to conscious awareness.
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So multitasking makes us at best, inefficient, and at worst, downright dangerous.
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If you're feeling like you should be doing 17 things at once, remember, that's just not the way your brain is wired.
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