The uses and gratifications of music, by personality type, of a central South African radio station's audience

Abstract

While music is the main product of many radio stations, this study seeks to gain insight into the music preferences of a central South African radio station’s audience. The study into the personality psychology of music has remained mainly mute. Various questions remain regarding individual differences and different uses of music, as well as individual differences and music preference (Rentfrow & Gosling 2003). By examining the patterns of music use and the relationship between music use and audiences’ psychographic profiles, and by employing the Ten-Item Personality Inventory (TIPI) and the Uses of Music Inventory (UMI), this study might contribute to the development of a more efficient model in the construction of a radio station’s music content and diversity.