Various methods of communication exist and the understanding of the subtle
differences in each form of communication may aid the compassing of this complex
process. An example of one such method is music. At any given moment, worldwide,
in restaurants, homes, offices, vehicles, night clubs, etc. people are listening to music.
Music surrounds us, whether our listening to the radio, being put on-hold during a
telephone call or going about day-to-day activities. Music has become a significant part
of our lives â a ubiquitous social phenomenon and is the centre of various social
activities, like concerts, where people gather to listen to and talk about music. Even in
social gatherings where music is not the primary focus, for example weddings, it is an
essential component â imagine a wedding without music (Rentfrow and Gosling 2003:
1236-1237).
Radio stations may be regarded as some of the largest users of music as a method of
communication. Wimmer and Dominick (2006:361) indicate that music is the main
product of many radio stations and is of utmost importance for their economic
sustainability. Furthermore, the audiences of radio stations â thus the receivers of the
communication â also play an important role in the communication process employing
music specifically as a method of communication. It may, therefore, be valuable to gain
insight into the music preferences of a radio stationâs audience. As music is mostly the
main product of a radio station, it is of cardinal importance to be able to identify the
music preferred by the audience of that particular radio station. The audience figures
for commercial radio stations are directly related to the radio stationâs advertising
income (Wimmer and Dominick 2006:361).
Despite the prevalence of music in our lives, the study into the personality psychology of
music has remained mainly mute. Various questions remain regarding the individual
differences and different uses of music, as well as individual differences and music
preference choices. It is a given fact that people differ from one another. Precisely how and why they differ is less apparent and forms the focus of personality or individual
differences research in the social science and, in particular, psychology (Rentfrow and
Gosling 2003).
It has been identified that there is currently a lack of knowledge and research
specifically related to the relationship between personality traits, the uses and
gratifications of music and the music preferences of radio audiences. The aim of this
study will be to investigate the possible development of a predictive measurement tool
in order to predict the music and genre preference for different psychographic groups of
respondents who represent the audience of a central South African radio station, as well
as their uses and gratifications of the music. Examining the patterns of music use and
the relationship between music use and psychographic profiles, by employing the Ten-
Item Personality Inventory (TIPI) and the Uses of Music Inventory (UMI), may contribute
to the development of a more efficient model in the construction of a radio stationâs
music content and diversity. However, it should be noted that this will, by no means, be
an exhaustive study into neither the exact influences on music preference nor the
patterns of music use amongst the audience of this radio station.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ufs/oai:etd.uovs.ac.za:etd-07182013-094102 |
| Date | 18 July 2013 |
| Creators | Kotzee, Rozanne |
| Contributors | Prof HJ Breytenbach |
| Publisher | University of the Free State |
| Source Sets | South African National ETD Portal |
| Language | en-uk |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.uovs.ac.za//theses/available/etd-07182013-094102/restricted/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to University Free State or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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