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
messages.
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.
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any suggestion on my side