Media Theories

The hypodermic needle model is the theory that the media 'injects' messages to their audience which they play a passive part in and are unable to resist. This theory is now discredited as it is simplistic and out dated. It is suggested that people are not as passive anymore. Although to some extent, peoples opinions are influenced by what they see or hear through media.

Cultivation effect (Drip, drip, drip effect) is when the repetition of a message or opinion has an effect on an audience; causing them to believe the opinion that the media source is putting across. Music magazines often use this as a means of advertising albums and live events.

Two-step flow. Step 1 - media introduces an idea. Step 2 - these ideas are discussed with friends and we reach an opinion. This definitely applies to music magazines. Music magazines introduce an audience to artists, albums, events and a whole list of other things. And from this people will always start discussing what they've read; mainly because people like to seem knowledgeable.

Limited effect - the idea that we are not at all affected by the media as we are 'media literate'. However, in modern times it can clearly be seen that media affects everyone. Whether it's the radio jingles someone hears in the morning or the adverts on a roadside bus stop.

Media Dependency is the belief that media becomes a need. So is it an addiction or a choice? In my eyes it's an addiction. The majority of people spend a large amount of their day either watching TV, on the internet or reading magazines. Without having these media sources people would have no means of obtaining current news or be simply entertain themselves.

Diversion is the theory that people use media as an escape from reality or problems, to distract themselves. This can be applied to the majority of media and works for a lot of people

Personal relationships is using media as topic conversations with friends and using media as a substitute for real contact. This theory applies as magazines offer opinions and often new music which you will then discuss with your friends; however I doubt very many people use media as a substitute for socialisation.

Personal identity is the idea that people use media to define themselves. I think this is true to all media especially things like music magazines. Who people are friends with, how they dress, how they act is all influenced by their interests which are made evident through the media they use.

Surveillance - finding out about the world. This is one of the main appeals of a music magazine as the entire point of reading one is to find out about artists.