The Uses and Gratifications of Music, by Personality Type, of a Central South African Radio Station’S Audience
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KOM 700 THE USES AND GRATIFICATIONS OF MUSIC, BY PERSONALITY TYPE, OF A CENTRAL SOUTH AFRICAN RADIO STATION’S AUDIENCE This dissertation is submitted in accordance with the requirements for the M.A. Communication Science degree in the faculty of Humanities in the Department of Communication Science at the University of the Free State Supervisor: Prof. H.J. Breytenbach November 2012 Student: Rozanne Kotzee Student number: 2005114869 DECLARATION BY STUDENT I declare that this dissertation, hereby handed in for the qualification M.A. Communication Science at the University of the Free State, is my own independent work and that I have not previously submitted the same work for a qualification at / in another University / faculty. I hereby concede copyright of this dissertation to the University of the Free State. Name: Rozanne Kotzee Date: 22 November 2012 CONTENTS PAGE NUMBERS CHAPTER 1 CONTEXTUALISATION OF THE STUDY 1.0 Introduction 1 1.1 Background 1 1.2 Identification of the research problem 6 1.3 Formulation of the research question 7 1.4 Purpose, goal and objectives of the study 7 1.5 Delimitation of the study 8 1.6 Defining terms 10 1.7 Theoretical points of departure 11 1.8 Value of the study 11 1.9 Research design 11 1.9.1 A quantitative approach 12 1.9.2 Survey research 12 1.9.3 Literature review 12 1.10 Research methodology 13 1.10.1 Research participants and sample selection 13 1.10.2 Data and data collection 13 1.10.3 Data analysis 16 i 1.11 Validity 17 1.12 Structure of the dissertation 18 CHAPTER 2 MUSIC AS A METHOD OF COMMUNICATION AND THE PREFERENCE THEREOF 2.0 Understanding communication 20 2.1 Communication – A definition 21 2.2 The communication process 23 2.2.1 The source of communication or communicator 23 2.2.2 The message 25 2.2.3 Communication channels 26 2.2.4 The communication context 27 2.2.5 The audience or receivers of communication 29 2.2.6 Feedback 29 2.2.7 Noise or distortion of the intended message 30 2.3 Mass media as communicators 31 2.4 The functions and goals of communication and the media 33 2.5 Various approaches to communication 35 2.5.1 The semiotic approach 36 2.5.2 The phenomenological approach 38 2.5.3 The cybernetic approach 42 2.5.4 The sociopsychological approach 44 ii 2.5.5 The sociocultural approach 47 2.5.6 The critical approach 49 2.5.7 The rhetorical approach 51 2.6 Music as a form of communication 53 CHAPTER 3 THE USES AND GRATIFICATIONS OF COMMUNICATION MESSAGES 3.0 The effects of communication and the mass media 56 3.0.1 The hypodermic needle effect 60 3.0.2 The theory of cognitive dissonance 61 3.0.3 The theory of selective exposure 64 3.0.4 Cognitive processing 66 3.0.5 Interpretation of the messages by the receivers of communication 69 3.0.6 Perceptions of audiences 72 3.0.7 Uses and gratification of communication messages 78 3.0.7.1 Attitudes of receivers of communication 87 3.0.7.2 Emotional psychology 96 CHAPTER 4 THE ROLE OF PERSONALITY OF RECEIVERS OF COMMUNICATION 4.0 Personality of receivers of communication 100 4.0.1 A definition of personality 100 4.0.2 Influences on personality – heredity, environment and situations 101 4.0.3 Personality traits 102 iii 4.0.4 The Big Five personality model 104 4.0.4.1 The Extraversion personality trait 105 4.0.4.2 The Agreeableness personality trait 106 4.0.4.3 The Conscientiousness personality trait 107 4.0.4.4 The Emotional stability personality trait as opposed to neuroticism 108 4.0.4.5 The Openness to experience personality trait 109 CHAPTER 5 INVESTIGATING THE IDENTIFICATION OF POSSIBLE MEASUREMENT INSTRUMENTS 5.0 Investigation of personality type – The Big Five personality framework 111 5.1 The Ten-Item Personality Inventory (TIPI) 112 5.2 The Short Test of Music Preference (STOMP) and the structure and personality correlates of music preference 113 5.3 The Uses of Music Inventory (UMI) 113 5.4 Sigg (2009) 114 5.5 Delsing et al. (2008) 115 5.6 Zweigenhaft (2008) 115 5.7 McCown et al. (1997) 116 5.8 Baker and Bor (2008) 116 CHAPTER 6 RESEARCH DESIGN AND METHODOLOGY 6.0 The research approach 117 iv 6.1 Research objectives 117 6.2 Research participants and sample selection 117 6.3 Measurement instruments 118 6.3.1 Measurement in communication science 118 6.3.2 Multi-item vs. single-item measures 119 6.3.3 The Ten-Item Personality Inventory (TIPI) 120 6.3.4 The Uses of Music Inventory (UMI) 121 6.3.5 The categorization of songs 121 6.3.5.1 The Short Test of Music Preference (STOMP) 122 6.4 Data collection method 124 6.4.1 Administration of the TIPI and UMI 124 6.4.2 Call-out research for original evaluation of music played by the radio station 126 6.5 Analysis of data 127 6.5.1 The Pearson product-moment correlation 127 6.5.2 The Spearman Rho correlation 128 6.5.3 The level of significance 128 6.5.4 T-tests 129 6.5.5 Secondary analysis of data 129 6.5.5.1 Mean and standard deviation 130 v CHAPTER 7 THE PRIMARY ANALYSIS 7.0 Personality profiling of demographic groups 132 7.0.1 Age categories 132 7.0.1.1 Age category: 25 – 30 years: 132 7.0.1.2 Age category: 31 – 36 years: 132 7.0.1.3 Age category: 36 – 42 years: 132 7.0.1.4 Age category: 43 – 49 years: 132 7.0.2 Ethnic groups 135 7.0.2.1 Ethnic group: White respondents 135 7.0.2.2 Ethnic group: Black respondents 135 7.0.2.3 Ethnic group: Coloured respondents 135 7.0.3 Gender groups 137 7.0.4 Demographic groups with the highest scores for each personality trait 139 7.1 STOMP (Short Test Of Music Preference) dimension preference 140 7.1.1 Individual STOMP dimensions preference 141 7.1.1.1 Reflective and Complex dimension 141 7.1.1.2 Intense and Rebellious dimension 141 7.1.1.3 Upbeat and Conventional dimension 141 7.1.1.4 Energetic and Rhythmic dimension 141 vi 7.2 Personality and music preference – a replication and extension of Rentfrow and Gosling 142 7.2.1 Demographic correlations 142 7.2.2 Dimensions and personality traits 143 7.2.2.1 The Reflective and Complex dimension and personality traits 143 7.2.2.2 The Intense and Rebellious dimension and personality traits 144 7.2.2.3 The Upbeat and Conventional dimension and personality traits 145 7.2.2.4 The Energetic and Rhythmic dimension and personality traits 147 7.3 The uses and gratifications of music – a replication and extension of Chamorro-Premuzic and Furnham 152 7.3.1 The use of music and personality traits 152 7.3.1.1 The emotional use of music M(emot) and personality traits 152 7.3.1.2 The cognitive use of music M(cog) and personality traits 153 7.3.1.3 The background use of music M(back) and personality traits 154 CHAPTER 8 INITIAL DATA AND CURRENT DATA – A COMPARISON 8.0 Comparison of data sets by dimensions 156 8.0.1 Reflective and Complex dimension 157 8.0.2 Intense and Rebellious dimension 157 8.0.3 Upbeat and Conventional dimension 157 8.0.4 Energetic and Rhythmic dimension 157 8.1 Conclusion 160 vii CHAPTER 9 DISCUSSION OF FINDINGS 9.0 Music preference based on personality aspects and music dimensions 161 9.1 Uses of music based on personality aspects 162 9.2 Reliability of the measurement instruments 162 CHAPTER 10 CONCLUDING REMARKS ON THE STUDY AND RECOMMENDATIONS 10.0 Introduction 163 10.1 Revisiting the research problem 163 10.2 Revisiting the goal, research question and objectives of this study 164 10.3 Evaluating the research design 166 10.3.1 The quantitative approach of the study 166 10.3.2 A survey as a means of data collection 166 10.3.2.1 The extension of the study by Rentfrow and Gosling 166 10.3.2.2 The extension of the study by Chamorro-Premuzic and Furnham 168 10.4 Recommendations 169 10.5 A final word on the potential of this study 169 References 170 Appendix A Appendix B Appendix C viii Appendix D Appendix E SUMMARY OF DISSERTATION ix CHAPTER 1 CONTEXTUALISATION OF THE STUDY 1.0 Introduction This chapter will provide an overview of the research approach that is followed in this study. It focuses specifically on the following: x background to the study x identification of the research problem x formulation of the research question x purpose, goals and objectives of the study x defining key terms x research design x research methodology x delimitation of the study x theoretical points of departure x value of the study x validity and reliability x structure of the dissertation 1.1 Background Since the beginning of time, communication has played a vital role in the everyday lives of human beings. Barker (1987:4) indicates that approximately 70% of a person’s waking day is spent in one or more types of communication, including talking to others, reading, and listening. He further indicates that the importance of communication may seem obvious, but that communication experiences actually shape the quality of human life.