The uses and gratifications of music, by personality type, of a central South African radio station's audience
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Date
2013
Authors
Kotzee, Rozanne
Breytenbach, H. J.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
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.
Description
Keywords
Ten-Item Personality Inventory (TIPI), Uses of Music Inventory (UMI), Radio, South Africa, Psychology
Citation
Kotzee, R., & Breytenbach, H. J. (2013). The uses and gratifications of music, by personality type, of a central South African radio station's audience. Communitas, 18, 136-155.