Provided are a method of magnetic recording and reproducing capable of permitting high density recording on magnetic recording media even under the condition of high data transfer rates and yielding adequate recording and reproduction characteristics when an MR head is used in reproduction, and a magnetic recording medium capable of being used in this magnetic recording and reproducing method. Items and people of potential interest to users may be determined using obtained word-based social behavior information, semantically-sensitive vocabulary taxonomies, and determined implied topic-specific social networks. The history values depend on change of the internal state. The processor generates partial matrix H1 to satisfy the conditions that, when any two rows contained in partial matrix H1 are selected, the two rows have periods that are relatively prime, or when the periods are identical, the two rows have different phases.