Adhering to the Publics Introduction For many years magazines have been used specifically to cater to the needs

of the public. This paper will examine three theories: uses and gratification, cognitive

dissonance, and cultural values and show how they are used by Essence magazines writers to adhere to the needs of its audiences. History Magazines In 1825, there were fewer than 100 magazines in the country; by 1850 the number had swelled to 600, and magazines had established themselves as a mass medium (History of Magazines, 2004). Women's magazines represent the most successful magazine category financially. According to Frydlewicz (2002) in the Female Persuasion in 2001 magazines such as Cosmopolitan, Glamour or Vogue had a 73 percent larger audience among women age 18 to 49. Theories of Persuasion Elihu Katz (1974) along with colleagues J.G. Blumer and Michael Gurevitch published a collection of essays on gratification. Elihu Katz (1974) first introduced the uses and gratification approach, when he came up with the notion that people use the media to their benefit (Rossi, 2002). Through their research they examined how an individuals personal needs are met through the media. The uses and gratifications approach has five basic assumptions: the audience is conceived as active, in the mass communication process much initiative in linking need gratification and media choice lies with the audience member, the media competes with other sources of need satisfaction, many of the goals media use can be derived from data supplied by the individual audience members themselves, and value judgments about cultural

Adhering to the Publics significance of mass communication should be suspended while audience operations are

explored on their own terms (Rossi, 2002). These assumptions led Katz and his colleagues (1974) to identify motives by which people use media and the motive to be discussed is personal identity. Leon Festingers (1951) first approach to cognitive dissonance was initiated by an earthquake that occurred in Indiana in 1951. The natural disaster caused individuals to create rumors that worsen the condition of the area and Festinger (1951) wondered why these anxiety-provoking rumors were so strong. They ended up with an explanation that people were experiencing dissonance and sought to reduce it (Nickel, 2000). Festinger (1951) defined cognitive dissonance as a way in which individuals seek balance or consistency when there is inconsistency between two beliefs (as cited in Borchers, 2005). The last theory to be analyzed is cultural values. Researchers, Edward Steele and Charles Redding (1979), are among the first researchers to identify and explain the values from which people operate (Paterno, 2005). Cultural values are defined by Borchers (2005) as as a set of organized rules for making choices, reducing uncertainty, and reducing conflicts within a given society (p. 217 Steele and Redding (1979) came up with a list of values which are held by the American people and the main focus in this paper will be the value of progress. Audience Essence magazine is a preeminent lifestyle magazine for todays African-American woman. The first issue of Essence hit the newsstands in May 1970, with a Adhering to the Publics 4

circulation of 50,000. The publication now has a monthly circulation of 1,063,000 and a readership of more than seven million (Essence Magazine, 2005). Essence magazine is a source of information for women of color and helps them understand their beauty, strength and uniqueness (Lee, 2005). Effects The three theories above affect the readers by using them in three articles in the September 2005 issue of Essence magazine. The first theory, uses and gratification, are used in the article titled, Big Girls Dont Cry. Former Top Model contestant, Toccara Jones tells readers about her struggle to become a model in a market where size does matter. The article exemplifies the uses and gratification motive of personal identity, which is defined as the need to learn who we are and this is done by exposing ourselves to a variety of media characters (Borchers, 2005, p. 57). In this article, Essence allows the audience to relate to Jones on the issue of image by sharing her story on the difficulties she went through trying to break into the fashion world as a size 14. Jones states, I didnt win, but I think I made America believe that I or another woman with curves could, (Hira, 2005, p.166). The next theory Essence uses to relate to its audience through an article is cognitive dissonance. In the article, Life Interrupted, Diane Weathers discusses how to bounce back after things fall apart. Cognitive dissonance is when individuals seek balance or consistency in their lives (Borchers, 2005). This article gives examples of women that have experienced inconsistency in their lives and gives advice on how to face

Adhering to the Publics

their feelings head on. Weather gives the readers a chance to relate by using real life everyday women. For example, Weather mentions a female reverend named Sandye Wilson who states how hard is it was for her to deal with her feelings of anger when a crisis arises. She states, There are times when we need to acknowledge anger at those who have harmed us or let us down. There are times when we need to vent our anger at God. Go ahead; God can take it (Weathers, 2005, p.197). She also gives readers steps to follow when they are faced with some of the same situations. The last theory utilized by Essence magazine is cultural values. Cultural values are defined as a set of organized rules for making choices, reducing uncertainty, and reducing conflicts within a given society (Borchers, 2005, p.217). Essence isolates one of Americas cultural values, progress, in an article named In the Spirit, by Susan L. Taylor. In this monthly message Taylor discussed the goal of In the Spirit, as offering steppingstones along lifes journey of spiritual growth, (Taylor, 2005, p.11). Essence magazine uses this article to reiterate to the public of our mission to prosper in our communities. Taylor states that our community is in a deep crisis and many see no way out, but transformation is possible (Taylor, 2005, p.11). Conclusion In closing, Essence magazine shows how these three theories are used throughout their magazine to accommodate the needs of its readers. With their understanding of personal identity, cognitive dissonance, and cultural values, Essence is able to relate to the professional, sophisticated African American woman. Adhering to the Publics References 6

Borchers, Timothy A. (2005). Persuasion in the Media Age. (2nd ed.) New York:McGrawHill. Essence Magazine. (n.d.). Retrieved, December 1, 2005, from http://www.essence.com/essence/ourcompany/0,16109,,00.html Hira, Nadira. (2005, September). Big Girls Dont Cry. Essence, p.166. History of Magazines. (2004). Retrieved, December 1, 2005, from http://www.cybercollege.com/frtv/mag1.htm Kleiner, Art. (1979). History of Magazines. Retrieved, November 29, 2005, from http://www.well.com/user/art/fsmaghist.html Lee, Kendra. Essence Turns 35. (2005). Retrieved, December 1, 2005, from http://blackvoices.aol.com/lifemain/lifemain_canvas/featurestory?id=2005041516 Nickel, Nico. (2000). Theories of Mass Comunication. Retrieved, November 29, 2005, from http://www.unc.edu/courses/2000fall/jomc245-001/nickel_critique_2.html Paterno, Jim. (2005). Cultural Values. Retreived, November 29, 2005, from http://www.angelfire.com/wa2/buildingcathedrals/corevalues.html Rossi, E. (2002).Uses & Gratifications/ Dependency Theory. Retrieved, November 29, 2005, from http://zimmer.csufresno.edu/~johnca/spch100/7-4-uses.htm Taylor, Susan. (2005, September). In the Spirit. Essence, p.11. The Female Persuasion :survey data on how magazines, television shows reach women. (2002). Retrieved, December 1, 2005, from http://www.findarticles.com/p/articles/mi_m4021/is_2002_Feb_1/ai_82264575 Weathers, Diane. (2005, September). Life Interrupted. Essence, p.195-198, 258.