Audience Effects Models - Postmodern Model

Question 1

What is the Postmodern Model

Answer 1

Decline in meta-narratives = media gives multiple definitions of reality - one single view does not exist, no idea is more important than another
All audiences interpret media differently so cannot be brainwashed like the other models

Question 2

What do PM say about the generalisation of media effects on audiences

Answer 2

Unlike other models, generalisation of medi effects on audiences is impossible due to individuality of audience members