RELATIONSHIP BETWEEN FREQUENCY OF SHORT VIDEO CONSUMPTION AND DECLINING IN ATTENTION SPANS IN UNIVERSITY STUDENTS

Currently, a large amount of content is presented or delivered as short videos on platforms such Tik-tok, Reels, and Shorts, which has changed information consumption habits across people of all ages, especially young people. This study aims to examine the relationship between variable X, representing university students' exposure time on these platforms, and variable Y, considered as the decline in attention and academic performance (the addicted score). A quasi-experimental design with a descriptive and correlational scope was applied, employing a sample of 705 students. Inferential statistical analysis (Pearson correlation, linear regression, and t-test) was performed, revealing a strong positive correlation (r = 0.83) between the two variables. The results showed a predictive model with an R² of 0.69, in which consumption exceeding 3.8 hours per day represented a critical value for decreased academic performance.