Introduction
Continuous advancements, innovation and evolution in technology have always been a part of human beings throughout the ages. The pace has rapidly increased especially during the last two hundred years beginning with the industrial revolution. This is true in the field of mass communication also. Mass communication in the modern age began with the newspapers and other print media. The discovery of the radio was followed by television. The movies also had made its appearance by this time. Other developments included the gramophone and the tape recorder. The development of information technology gave a major fillip to the mass communications field. Everything from printing to broadcasting underwent a major evolution due to this. IT also brought in new recording media like the floppy drive, CD’s, DVD’s, hard disks, pen drives etc. Advances in technology also brought about changes in the format in which voice or data was recorded. It started with magnetic recording and moved on to digital recording as in the case of CD’s, DVD’s, pen drives and other similar recording devices. One of the technologies that appeared was the MP3 format of storing and recording audio, video and data. Broadcast media also underwent a tremendous evolution. The appearance of cable television, direct to home broadcast and the satellite radio were the main components of this evolution. Some of the above mentioned technologies became redundant as new ones were developed. Examples are the floppy disk and the tape recorders. The floppy disk is almost redundant where as the tape recorder also will soon follow suit. its use in professional broadcasting may continue for some more time especially in less advanced economies. Two items which became very popular were the MP3 format and the satellite radio. This was mainly due to the technology involved due to which quality and adaptability was enhanced to a great extent. This paper will be an analysis of the MP3 and satellite radio with reference to its use and popularity among eighteen to twenty four year olds in the United States.
The research question in this case would be as follows. The research will be done with respect to the uses and gratification theory. Other relevant theories will also be discussed briefly. The study will include a literature review and research using primary and secondary methods of investigation. There is a doubt that secondary data with regard to this topic may not be available in sufficiently large volume. If that is the case only reliance of primary methods of data collection will be done.
Are the youth of this country aged between eighteen and twenty four, motivated to use the MP3 more than the satellite radio?
Literature review
It is proposed that literature review will be done in the following manner. A brief history of the evolution of both the MP3 and satellite radio will be given. This will be followed by an explanation of the uses and gratification theory and also any complimentary or contradicting theories. The motivation to use the MP3 over satellite radio or vice-versa will be done with reference to the uses and gratification theory. After a brief discussion of the findings, the paper will move on to the methodology and data collection part.
History of MP3
The concept of compressing data for easier transmission was the basic idea that later developed into the MP3 format that one sees today. The practical difficulties in transferring large volume of data (audio) were the primary reason for the ultimate development of the MP3. Prof. Dieter Seitzer of the German university of Erlanger-Nuremberg and his team were the first to successfully develop a format that could compress audio data so that it could be sent though phone lines. The work on this concept had started during the early 1970s. The primary users were the major broadcasting companies of that time. The Erlanger-Nuremberg University later teamed up with the Fraunhofer Institute for further developing the codec. “Incorporating contributions by Hannover University, AT&T, and Thomson, the Fraunhofer team improved the OCF algorithm which yields a powerful new audio codec called ASPEC (Adaptive Spectral Perceptual Entropy Coding)”. (1991, The history of MP3, MP3, MP3). ASPEC was proposed to the Motion Picture Expert Group (MPEG) among fourteen other codecs for it to be set as a standard format codec in 1988. “The Moving Picture Experts Group (MPEG) is a working group of ISO/IEC in charge of the development of international standards for compression, decompression, processing, and coded representation of moving pictures, audio and their combination.” (Who we are, MPEG). The MPEG proposed that MUSICAM (one of the fourteen proposals) to merge with ASPEC with the resultant codec having three layers. The third layer was practically the ASPEC itself. It was the association of MPEG and the third layer ASPEC based codec (MPEG and audio layer 3) that eventually led to the name MP3 in an internet poll. The final MP3 codec can reproduce the original recording or sound in such high quality that it was even fit for professional broadcast. The compression ration also made the files much smaller without any loss in quality. MP3 format is now used in a wide range of applications that include both hardware and software. Some of them are given here namely, the Apple iPod (and other portable players, CDs, computer applications like Windows Media Player, mobile phones etc.
History of satellite radio
Compared to MP3, the satellite radio industry is relatively young. It had its beginnings only during 2001 in the United States. This was despite the fact that licensing and bandwidth (in the S band) was provided for sale for satellite radio transmission by the FCC in 1992 itself. Two companies namely Sirius and XM paid a total of 80 million USD for the rights to broadcast digital radio signals in the United States. (Satellite radio, Page 91, Roger L Sadler, Electronic Media Law, Published by Sage, 2005).
Both these companies have leased or own two or three satellites to which digital signals (usually scrambled) are sent. These signals are bounded back to receivers (owned by individual listeners) that unscramble the signals and provide digital quality stereo signals through their speaker sets. Currently XM and Sirius have merged to form a single entity called Sirius XM Radio Inc. a move which was widely opposed by terrestrial radio transmitters as being monopolistic. The company’s signals can only be received in the US and as of now, the signals of Sirius cannot be received on XM based sets. The reverse also holds good. There are estimated to be nearly 18 million subscribers (combined) for the merged company.
Worldspace – The world’s first digital satellite radio: Worldspace Satellite Radio began digital satellite radio services way back in 1990 itself. The company was founded by an Ethiopian born visionary mainly for providing education through radio for the poor countries in Africa and Asia. The company later began music, news, sports and other programs and has an international customer base covered by the footprint of the two company owned satellites. “Its broadcast footprint covers over 130 countries including India and China, all of Africa and the Middle East and most of Western Europe”. (Company Overview, Investor relations, Worldspace).
Uses and gratification theory
The media, whether it is in electronic or print form is thought to be all powerful, with the power to influence the listener or reader to sway or dance to the tune it plays. The tune may be social, political or may deal with any other line of thought. But the uses and gratification theory states that this is not the case. The theory simply states that consumers of mass communication (listeners and readers) choose the medium they want according to the uses it provides and the gratification the individual (or group) derives from using the media. “The uses and gratifications (U&G) theory originated from the functionalist perspective on mass media communication. It was first developed in research on the effectiveness of the radio medium in the 1940s.” (Uses and gratification theory and attitudes towards the web, Xueming Luo, Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study, Journal of Interactive advertising, Vol 2, Issue 2, 2002, Published by The American Academy of Advertising). This choice can only be possible only if there is a relative abundance of media available to choose from. The choice of media now available for a consumer to choose from has been briefly mentioned in the introdcuction. It is clear that the consumer is the winner in this case. The choice available (subject or topic wise) specifically in the case of MP3 and satellite radio is also huge. Even though limited to audio, the consumer can choose from a variety of topics like music, sports, news, education etc. The choice does not end there because there are many sub-topics in each of the above main items mentioned above. For example, there is a choice of classical, western, pop, rock, blues and jazz etc that a consumer can choose in the music. The fact that there are more than a hundred channels available from Sirius XM radio and about eighty available from Worldspace is a proof of this choice.
The case with the MP3 format is left to the individual listener. He or she can download, record or buy any of the choices mentioned above. For example, the listener can record a classroom session by a teacher on an MP3 device and listen to it at his leisure. There is also a logic behind why people choose a particular gratification need. According to McQuail et al they are Surveillance, Personal identity, Personal relationships and Diversion. (Uses and gratification approach, Paula M. Poindexter , Mike Conway, Local network TV news show significant gains, Newspaper Research Journal, Vol. 24, 2003). Surveillance is a person’s need to understand what is happening in the world (according to individual interests and tastes). Personal identity is how a person sees himself and also how he identifies with other persons who is seen, heard or read in the media. The more a consumer can identify, the more the chance that he will select that media. Media can be a powerful substitute for human company, especially if the individual feels isolated. This aspect is referred to personal relationship. Diversion simply means an effort for a change or temporary escape from stress, the real environment etc. The uses and gratification theory has been criticized as being too individualistic. It does not say anything of the influence media has on the society (or part of a society, like family, social groups etc) as a whole, all of which can influence the individual’s choice of media. A person may listen to a program just because everyone else in his group is doing it.
Other theories of mass communication
Many theories of mass communication have evolved over the years, some complimentary and others contradictory to the uses and gratification theory. One of the oldest recognized theories is the Bullet or Hypodermic Needle theory which was propounded during the 1930s a decade before the uses and gratification theory. “The Bullet Theory holds that the mass media are so powerful that they can ‘shoot’ or ‘inject’ their messages straight into the viewer’s head”. (The Frankfurt School and the Bullet or Hypodermic Needle Theory: 1930s to 1950s, Page 1, Media communication theories).
This is obviously a direct contradiction to what was said in the uses and gratification theory. The needle theory does not take an individualistic view and considers the consumers to be passive masses. During the 1970s, the Reinforcement theory of Joseph Klappers also became well accepted. This theory fundamentally agrees with the uses and gratification theory in the sense that media has only very little influence on its consumers. It is only a small influence among many others like attitudes, behaviour, society, family friends, colleagues etc. “Therefore, media content reinforces individual disposition and is chosen based on its congruence with existing beliefs, attitudes, and behaviors.” (Selective Exposure, Niche, and Involvement Theories, Mohan J. Dutta-Bergman, Complementarity in Consumption of News Types across Traditional and New Media, Journal of Broadcasting & Electronic Media, Vol. 48, 2004).
The Agenda Setting Function theory is of the opinion that the media has the power to make consumers think about a particular topic and make it seem important. (The Agenda Setting Function, Communication relevant theories, Oak Ridge Institute for Science and Education, US Department of Energy). But it does not have the power to tell us what to think. In other words media can give a person ‘food for thought’. The media can provide agendas on which consumers individually and as a group can think about and discuss. The Postmodernism theories that are in vogue today (developed in France during the 1970s) seem to agree with the uses and gratification theory in the sense that it is the individual who makes the choice of media. But it goes a little deeper by saying that each person may perceive a news item or song or an article differently according to his background and mental makeup.
Hence, it can be said that the basic tenets of the uses and gratification theory is still relevant even after 60 years of its introduction.
MP3, satellite radio and uses and gratification theory
It has already been mentioned that there is abundance of choice for the listeners of both the satellite radio and the MP3. As per the uses and gratification theory, there is no particular advantage that favors either of the mediums. This can be discussed with the four reasons for seeking gratification that has been mentioned when reviewing the theory. Surveillance is possible for both MP3 and the satellite radio due to the wide variety of subjects and topics available. Both are audio mediums and a listener cannot view any image though it. Hence the concept of personal identity, personal relation and diversion is also similar. So a motivation to use either of these media can only be understood be discussing the relative advantages and disadvantages of both.
Relative advantages and disadvantages of MP3 and satellite radio: The MP3 media is practically under the user’s full control. He or she has the choice to record, download or buy the abundant resources available from shops and the internet. The user can also record a private conversation or a classroom session and listen to it later. An example would be the podcast. “Podcasting includes Webcasting, where people listen to files through their computers, but podcasting takes the next step of pushing sound files to subscribers with portable MP3 players such as the iPod for listening on the go”. (Podcasting: Why is internet audio suddenly popular now? Page 68, Steve McCarty, Spoken Internet to Go: Popularization through Podcasting, The JALT CALL Journal, 2005, Vol. 1, No. 2, pp. 67-74 Copyright © JALT, Japan Association for Language Teaching). Creating an MP3 file is considerably less expensive when compared to creation and transmission of a satellite radio program. This will definitely create a larger number of such files giving listeners more choice (uses and gratification). To compensate, it can be said that all programs will be professionally made and will be of very high quality (content and technical aspects) in the case of satellite radio. Both mediums require some device for listening. MP3 requires a player, mobile phone or computer while satellite radio listeners need an appropriate receiver and player. The only advantage is the relative cost which may vary depending on the object used. For example an MP3 player will be much less expensive than the satellite radio equipment whereas a computer or mobile can be more expensive. But it should be noted here that no one buys computers or mobile phones primarily to listen to audio. They are just additional features that can be made use of to listen. The MP3 media can be stored whereas in principle, satellite radio content is heard live. (But it can also be recorded using some compatible recording device). Users have no choice in selection of a song or a news item in the case of satellite radio. All they can do is switch channels for a general topic in the hope that a particular song or news item or any other audio is available. MP3 users can only listen to files they have in their possession at a particular time though they have a choice of deleting or adding new content. Satellite radio listeners have this advantage of listening to new content almost every time they switch on their sets. There is an element of pleasurable suspense here.
Discussion of literature review: It would be difficult at this stage to come to a final conclusion. But it appears that MP3 is more versatile in terms of choice of use and is less costly. This is because MP3 player is supplied free with the mobile phone or computer. Prices Stand alone MP3 players are also much cheaper than satellite radio equipment. Quality wise there will not be much difference in a good quality MP3 file and satellite radio broadcast. But because many MP3 files are not created by professionals, satellite radios score consistently on this point. On the whole it may appear that MP3 may be more motivating to use when compared to satellite radios.
What motivates college students, ages 18 -24, to use MP3 players as opposed to traditional or satellite radio?
Objectives of the study
The broad objective of the study is to identify and analyze the factors which motivate the college students in the age group of 18 to 24 to use Mp3 player or traditional radio. However, the following specific objectives can be outlined as below:
- To ascertain how many students in the said age group use music system.
- To know how often they use the system in a day.
- To ascertain whether girls or boys use the music system more.
- To analyze the factors that motivate them to use music system
- To know how many students prefer Mp3 player to satellite radio.
- To analyze what motivates them to use Mp3 as opposed to satellite radio.
Research Methodology
The present research is both a quantitative and qualitative one. Quantitative methods are used to analyze data collected from respondents (students who are of the age between 18 to 24) and reach at meaningful conclusions. Qualitative methods are used to collect data which are not meant for any analysis.
Data Sources
The present study relies solely on primary data. Primary data are collected directly from the respondents by survey method. Secondary sources are not used for any data which are meant for analysis. For quantitative analysis, the method chosen is survey method. Sample survey is chosen because of the time and cost constraint of complete enumeration method. For the qualitative part of the study, in-depth interview of the focused group is conducted.
Sample Design
The Sample Method requires drawing of a certain number of respondents from among a large population. The population is comprised of student users of both MP3 players and traditional radios who are in the age group of 18 to 24. The students in a city are taken as the universe of the study. They are divided as five different groups based on the college where they study. All these groups are considered for forming the sample for the study. Such a classification is made to avoid the homogeneity in the nature of data. When the population taken is students from one college alone, the data collected are likely to exhibit same features, which would have affected the quality of research. The population for the focused group also, attention is paid to ensure that it is comprised of all these divergent groups. Population for the study does not comprise of general public and people who use neither Mp3 player nor traditional radio. The population for the present study belongs to the finite group because the number of students who use MP3 player or satellite radio in a college can be easily ascertained.
Sampling Procedure
The first step in the sample selection is the determination of number of units to be included in the sample, called the sample size. For deciding the sample size, first the researcher must know what the population frame is? Once it is understood, finite or infinite, the next task is how the required sample units are drawn from the known population. This process is called sampling method/procedure. The sampling procedure used here is Simple Random Sampling Method because, it is the most popular and reliable sampling method from the point of view of data accuracy. For forming sample under the Simple Random Sampling Method, Lot Method is used, which is simple and easily carried out as opposed to any other method. Random Sampling method allows equal chance for all the units in the population to be included in the sample, which results in the avoidance of chance of personal bias. When the data is free from the personal prejudice of respondents, the objectivity of research can be maintained and meaningful conclusions can be arrived at.
Sample Size
The number of units to be included in the sample is known as sample size. The sample size is formed as a percentage of the universe, which is the total number of population. Since the population is certain and finite, 10%, which the researcher thinks fit, of each group in the population is selected to form the sample size. The selection of sample is done in two stages:
- In the first stage, the total population is divided into five groups, such as students of five different colleges. Students in the age group of 18 to 24 may or may not be using music system. However, in the random selection, such students are not avoided. These five groups of students from different in a city are taken as the population. The details of the number of students in the said age group can be had from the college office on request.
- In the second stage, a certain percent of sample from each group of population was chosen uniformly to form the Sample for the study. The sample size is fixed as 50, which is formed by taking 10 units from each group of population regardless of the size of the group. The following table exhibits how the population is determined and sample was drawn so as to form the sample size.
Population from five different colleges in a city and the formation of Sample Size:
In addition to the above, a focused group of 10 students who are regularly using either mp 3 player or satellite radio is also sleeted for an in-depth interview. This is suggested because apart from the general opinion on the relevant topic, regular users can give reliable, accurate and unbiased data. This group is formed from the same colleges who do not belong to the first group. Therefore, the sample size of the study is 60.
Data Collection Instruments
The selected students who may or may not be using mp 3 players or satellite radio constitute the sample for the study. Data are collected directly from the respondents by using a questionnaire. The study has two types of respondents; the first group consists of 50 respondents selected from various colleges and a focused group of 10 students taken from the same colleges for an in-depth interview. For the first group a well structured questionnaire is drafted seeking the relevant data for the purpose. Open questions are avoided maximum so as to ensure maximum participation. For the second sample of 10 students an interview schedule is prepared with open and closed questions.
Analysis and Interpretation
The data collected from the respondents are coded and analyzed using the Microsoft Excel Wok sheet. For the purpose of calculation Simple Percentage Method is used. The analyzed data are tabulated and are presented below:
Table No.1. The College wise classification of Respondents
The above table exhibits the number of respondents taken from five colleges. College 2 has the maximum number of students having the age between 18 to 24 because; uniform rate is applied for forming sample from the population.
Table No.2. Gender wise classification of Respondents
Table No. 2 shows the sex wise classification of respondents. Of the 60 respondents, around 64 percent are male. This shows that majority of the users of either Mp3 and/or satellite radio is male. Only 34 percent of students in the city are using music system.
Table No.3. Income wise distribution of Respondents
Table No. 3 exhibits the distribution of respondents on the basis of income. When 50 percent of the students fall in the category of below 1000 $, 25 percent and 20 percent come in the 1000 & 2000 and above 2000 category respectively.
Table No.4. Table showing type of music system owned by the respondents
The above table exhibits the type of music system owned by the respondents. It is clear that around 67 percent students have Mp3 and 27 percent have satellite and a meager percent students have both mp3 and satellite radios. This data reveals that a lion part of the respondents prefer mp3 to satellite radio.
Table No.5. Table showing the frequency of usage of music system
The above table shows the number of hours respondents hear programs from their device. Around 54 percent students use the device for 2 to 4 hours a day. It is also clear from the table that around 13 percent respondents hear programs for more than 8 hours a day.
Table No.6. Table showing the preference of respondents of mp3 and radio
Table No. 6 shows the preference of respondents between mp3 and satellite radios. Around 67 percent prefer mp3 to satellite radio. It reveals that mp3 is more popular among the students as a music system.
Table No.7. Table showing the reason for using Music System
The table exhibits that the main reason for using music system is that they love music. Out of 10 responded to this question, 8 are using music system because they love music. The remaining 20 percent take it as a means of relaxation or enjoyment.
Table No.8. Table showing the reason for using Music System by Rank Method
(Reasons: a. Relaxation, b. Love Music, c. Education, d. Singer, e. Matter of prestige)
Table No. 8 exhibits the reasons for using music system under Rank Method. For the sake of convenience, certain codes are used with English small alphabets to indicate the rank of reasons on the basis of importance according to respondents.
Table No.9. Table showing the reasons for the preference of Radio to Mp3
The above table exhibits the reasons for the preference for satellite radios to mp3 music player. Majority of the respondents prefer radio to mp3 on account of education programme being broadcasted by satellite radio. Out of 14 responded to this question, 5 prefer their radios because, they have been gifted by their beloved.
Table No.10. Table showing the reason for using Radio by Rank Method
(Gift by your beloved, b. Low Cost, c. Effective, d. No programming needed e. Like traditional, f. Education, g. Live Programs)
Table No. 10 shows the reasons for using Radio by Rank Method. The method uses a coding system for convenience. The codes are given by English alphabets representing the various reasons arranged in the questionnaire from a to f. The data reveals that 52 percent belong to the second code, which describes the order of importance of reasons for using satellite radio.
Table No.11. Table showing the reasons for the preference of Mp3 to Radio
The above table shows the respondents’ preference of mp3 to satellite radio. Eighteen out of 24 respondents responded to the question opine that they prefer mp3 to radio is because the former can be used for enjoying own choices.
Table No.12. Table showing the reasons for using Mp3 by Rank Method
(Cost Effective, b.Gift by your beloved, c. Own choice of songs, d. Like modern/sophisticate, e. My friends have similar)
Table No. 12 exhibits the reasons for using mp3 under Rank Method. The method uses a coding system using English alphabets from ‘a’ to ‘e’. Each code represents a specific sequence of preference of respondents.
Conclusion
The study of preferences of college students to use MP3 instead of satellite radio has been completed here. A review of literature included a history of MP3 and satellite radio, theories of mass communication which mainly dealt with uses and gratification theory. A comparative analysis of the two technologies with the above theory was also done. Due to lack of sufficient data on motivation to use MP3 or satellite radio, a methodology using primary sources of data was done. It was found that the students were motivated to use the MP3 more than the satellite radio. The main reasons given were choice of selection of matter, friends having similar technology and to a certain extent the lower cost. Friends having similar technology will enable students to swap files adding to the allure of using MP3. It can be said that college students aged between 18 and 24 are more motivated in using the MP3 and MP3 devices when compared to the satellite radio.
Questionnaire
