Media effect for music magazines

Types of reading-

• Preferred reading- Love all of the content/messages.
• Oppositional reading- Hates the content/message.
• Negotiated reading- Like some bits, dislikes others.
• Aberrant reading- Do not understand the content/message.

Effects-

1. The hypodermic needle model- The message of the music magazine is understood and accepted by the audience. For example, saying one type of genre is better than another one.
2. Two-step flow (Modern version of the hypodermic needle model)- The people who explain and diffuse the content to others.  Relevant to people with more access to the music magazine, for example, monthly subscribers and dedicated fans. The monthly subscribers will be the opinion leaders of the magazine whereas the people who buy/read the magazine every few months will be the opinion followers.
3. Uses and gratifications- People are not completely influenced by mass media but use the media to get specific satisfaction from their personal music taste and favourite bands.
4. Reception theory- When the meaning of the content is not related to the article but the writers have to trust the reader's culture competence and media literacy to understand.
5. Obstinate audience theory- Producer v.s the Audience. The audience control what messages they want to listen to and they control what the producers make because they producers have to work with what the audience want and enjoy. 
6. Drip, drip, drip effect or Cultivation differential- How mass media slowly change our views and desires through gradual reinforcement of their ideas. For example the constant reinforcement of 'this band is great' and eventually, we will start to believe it as well.