Abstract

This study identified the uses and gratifications of music genres and communication needs among young adults. An online survey of young adults in the College of Liberal Arts at Rochester Institute of Technology was conducted. Seven communication factors were found to correlate with listening to 21 different music genres. A sense of identity was significantly related to alternative, indie, jazz, and new age music. Behavior was related to dance, easy listening, hip hop/rap, new age, pop, and world music. Interaction with others was related to easy listening and pop music. Knowledge was related to alternative, dance, easy listening, hip hop/rap, pop, and rhythm and blues. Needs was related to classical, electronic, Asian pop, pop, and world music. Negative moods management was related to alternative, Asian pop, rhythm and blues, and world music while positive moods management was related to alternative, electronic, indie, Asian pop, rhythm and blues, and world music.

Library of Congress Subject Headings

Music--Psychological aspects; Consumer behavior; Motivation (Psychology)

Publication Date

Spring 2016

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Patrick Scanlon

Advisor/Committee Member

Rudy Pugliese

Advisor/Committee Member

Jonathan Kruger

Comments

Physical copy available from RIT's Wallace Library at ML3830 .D45 2016

Campus

RIT – Main Campus

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