Effects Models for Music Magazines & Social Identity Theory

Prefered reading-  This is the thing that you strive for.
Oppositional reading- Not desired of music magazines! & don't alienate your audience.
Negotiated reading- Parts of the message that is accepted and other parts of the message are rejected.
Aberrant reading- Is a concept used in fields such as communication and media studies, semiotics, and journalism about how messages can be interpreted differently from what was intended by their sender.

Effects Models

The Hypodermic Needle Model:
This is a model that is an intended message which is directly received  and wholly accepted by the reader/receiver. This is an outdated view of media effects where every view is absorbed to the brain as if it has been injected in.

Two-Step Flow:
This is the people with most access to the media, the highest media literacy explain and diffuse the content to others. This is the modern version of the Hypodermic Needle Model. This is the effect of which notices how 'cool' people will be the opinion leaders and the 'uncool' people who are the opinion followers of the 'cool' people.

Uses & Gratifications:
People are not helpless victims of mass media, but use the media to get specific gratification which is known as the dominant model.

Reception Theory:
The meaning of 'text' is not fully inherent within a piece of text itself, but relies on the readers cultural competence and media literacy. Also fits with 'Death of the Author' and also the Post-Modern Theory.

Obstinate Audience Theory:
The complication of relationship between the producer and the audience. The audience actively can select what messages to pay most attention to. The media respond to the audience by seeing what they like, and then give them what they 'want'. What ever the audience wants, the audience will give them through media.

Social Identity Theory

Proposed by - Henri Tajfel (1979)

He felt that groups that people belonged to were part of individuals important source of pride and self esteem. Different groups give us a sense of social identity- a way of being engaged/involved in the overall social world.

       

A Music example of social identity was 'Skin Heads'

Skin Heads was known to be a member of a subculture originating amongst the working class youths in London. This then spread to parts of the UK in the 1960's as well as a second working class skinhead movement spreading in the US as well as worldwide in the 1980's. This movement began in the late 1960's and then reached its peak during the early 1980's revival.

Skins were defined by their very close-cropped or completely shaven heads, as well as the typical working class clothing such as big black boots, braces, bleached/ripped jeans along with a smart/casual shirt/top/.

This subculture of skinheads was originally associated with the black genre of music (soul & early reggae). This link between the skinheads and the Jamaican Music then led to the UK popularity groups such as 'The Pioneers'