Orientation and interest in popularity of the works of Caribbean musicians

The study compared the strengths of internal orientation and external orientation in the prediction of the interest Caribbean people display in information about the popularity of the works of three Caribbean musicians. Both product‐moment and partial correlations revealed a stronger relationship between external orientation and the interest than between internal orientation and the interest. These results suggest the Caribbean liking or preference for Caribbean music may be related to the Caribbean perception of the popularity of the music outside the region. That perception may be developed through mass communication.

Key terms:

• Information processing
• information seeking
• motivations for communication
• orientation to reference groups
• popularity of works of musicians
• reference groups