The Post Stimuli-Response theory

1. The Individual Differences Perspective
It argues that because people vary greatly in their psychological compositions and because they have different perceptions of things, media influence differs from person to person. In other words, people learn attitude, values and beliefs in the context of experience and this result in differences in the way they understand and perceive media
2.  The Social Category Perspective
It assumes that members of a given social category will respond to media stimuli in more or less uniform ways. In other words, people with similar backgrounds {e.g. age, gender, and income level, religious affiliations} will have similar reactions to that exposure.
3. The Social Relations Perspective
It posits that people’s reaction to media messages is modified by their informal social relationships with significant others like relations, friends, social groups etc.