Effect models for magazine

Effect models for magazine

The hypodermic needle theory

This is also known as the ‘direct effects’ approach. This is when the intended message is directly received and wholly accepted by the reciever. This is an outdated view of media effects. Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.

It is a basic model and suggests that audiences submissively receive the information transmitted via a media text, without any attempt on their part to process or read it.

Therefore, based upon what my magazine will look like, the audience will know what its about due to the direct, obvious images, colours and font.

Two- step flow

This is when the people with most access to media, and highest media literacy explain and diffuse the content of others. This is a modern version of the hypodermic needle model. Notice how ‘cool’ people will be the opinion leaders and the ‘uncool’ people the opinion followers.

An example of the two step flow would be someone seeing another individual reading a music magazine, and this leads to them wanting to read it themselves. This may be because they don’t want to seem 'uncool' by others who read the magazine. Once one person starts reading a magazine, others may 'follow the leader' which is a positive multiplier effect for the magazine company as they get more sales.

The 'Obstinate Audience Theory'

This is about the audience actively selecting what messages they want to receive and comprehend from the media. The media often responds to its audiences by seeing what they like and what they want, however this is often just what the media think we would want to see and hear, therefore not always correct.

The Drip Drip Drip Effect /Cultivation Differential

This theory is the most mainstream and recognized media effect. It believes that the mass media does affect our attitudes through repetition of messages received by audiences. This applies to music magazines. An example would be when they advertise a new band in their magazine a lot, and write about them each week, this affects the readers as they will gradually begin to like them as they learn new things about them and as they’re being advertised frequently the audience will then assume that they’re good, and the next big thing.

Uses and gratifications

This is used in music magazines and it lets the audience know new things about the bands they listen to. An example of this would be someone telling another person a fact about a particular band and feeling good about knowing it because the other person doesn't. This effect can also be recognised as the ‘dominant model’.

 

 Reception Theory

This is the meaning of a 'text' with in the text itself. This theory relies on the readers cultural ability and media knowledge and the audiences overall opinion of the media. For and indie magazine, they have a wide audience of mixed ability, as the grammar wouldn’t be too complex as there would be use of slang words throughout texts.

Formula Format Frame and Function (The four FS)
Format - This format includes the basic size and shape of the magazine plus typographic constants and physical features that remain from the same from issue to issue

Formula - This is the combination of different elements which make your magazine - editorial content, photographic style; length and type of articles featured etc. This should be consistent.

Frame - This is the standard for outer page margins and gutters

Function - Objectives of the magazine - what does it want to project, achieve? Target audience etc.

These are significant features that all magazines follow.