The hypodermic needle model is the theory that the media 'injects' messages to their audience which they are passive to and unable to resist. This theory is now discredited as it is simplistic and out dated. People are not as passive as this. 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. I think this is sometimes true. But not necessarily always to music magazines. Music magazines can often reinforce opinions that people already have rather than purely creating an opinion.
Two-step flow. Step 1 - media introduces an idea. Step 2 - these ideas are discussed with friends and we reach an opinion. I think this definitely applies to music magazines. Music magazines introduce people to new bands, styles and opinions.
Limited effect - the idea that we are not at all affected by the media as we are 'media literate'. I don't agree with this as all media tends to effect someone, somehow. Music magazines often tend to be informal and leisurely to read.
Media Dependency is the belief that media becomes a need. And addiction or a choice? This will be true to more or less everyone with some form of media in the modern world. For music magazines this will still be true to some who like to be 'in the know'. Music magazine context and reviews will influence what people buy and sometimes their opinions.
Uses and Gratifications is more about "what people do with media" rather than "what media does to people". I think that people do chose the media they want. And there are different reading (e.g. preferred) and interpretations of media.
Diversion is the theory that people use media as an escape from reality or problems, to distract themselves. I think this is applicable to all media, even music magazines.
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.
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 not always true to all media or music magazines. However I want to include this theory within the content of my magazine as I want to do reviews and news from different countries.
I have also looked at McQuail theories. The ones that I think are applicable to the music magazine I intend to create are as follows. They all come under the headings of 'Information' 'Personal Identity' 'Integration and Social Interaction' and 'Entertainment'.
- finding out about relevant events (I)
- satisfying curiosity and general interest (I)
- learning: self-education (I)
- identifying with valued others (P.I)
- gaining insights into the circumstances of others (I.S.I)
- finding a basis for conversation and social interaction (I.S.I)
- helping carry out social roles (I.S.I)
- enabling to connect with family, friends and society (I.S.I)
- relaxing (E)
- getting intrinsic cultural or aesthetic enjoyment (E)
- filling time(E)
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