Effects models for music magazines

The hypodermic needle model:
                             The intended message is directly and wholly received by the receiver, this is an outdated view of the media. Its a form of propaganda used in the 40's and 50's with the idea that the media directly influenced the people. This could be used by music mags as it puts people into a certain group and shows how this group must dress, act and look like.

Two-step flow:
              The people with most access to media and highest media literacy explain and diffuse the content to others. 'Cool' people will often be the opinion leaders, showing people how to behave and what will gain them social acceptance. Then the 'uncool' people will follow these opinions. This then means that the mass media influences what the 'cool' members of society think.

Uses and gratification:
                       People are not helpless victims of mass media but use the media to get specific gratification. This basically means that the audience has control over what they consume and how they interpret it rather than being brainwashed by the media

Reception theory:
                 The meaning of a text is not inherent within the text itself, but relies on the readers cultural competence and media literacy. The way we may view certain media texts depends on are upbringing, gender, social status, the location or even the mood the audience is in.
                  Post-modern theory:  Postmodernism says that there is no real truth. It says that knowledge is always made or invented and not discovered. Because knowledge is made by people, a person cannot know something with certainty - all ideas and facts are 'believed' instead of 'known'
                 
                  Death of the author theory: This means that the opinions of the author should not influence the reader. The work is what is important to the reader not the authors individual opinion. It also shows that even if you claim to be the author everything you say and write has already been written somewhere else before - no ones ideas are completely original.
                

Obstinate audience theory:
                          There is a complicated relationship between producer and audience. The audience actively selects what messages to pay attention to. The media respond to the audience by seeing what they like and then give them what they want. This means that the media follow the publics ideologies. There's no point making a product that no one wants or likes the ideas of. There's a fine line between being unique and being unnecessary.


Drip Drip Drip effect/ Cultivation differential:
                                                The mass media affects our attitudes through the repetition of messages that gradually change our world view. For example we believe that certain things are desirable because of the constant reinforcement. In this way a music magazine could encourage people to like a certain band or song and dislike/ have competition with another similar magazine