... is impossible to make generalisations that media messages effects being uniform. Furthermore, there are different theories which support and reject this idea of postmodernism; initially, the uses and gratifications model suggests that the mass media messages satisfy a range of social needs determined by the audience. Sociologists Blumler and McQuail have suggested this and explain how people get what they want from the media and say people use the media for these four aspects; escapism, personal relationships, personal identity and surveillance of society. From these people pf different ages, ethnicity etc get different pleasures or gratifications from the media, e.g. older people may watch soaps which have themes such a companionship or about family life, whilst younger people or teenagers watch soaps associated with relationships or interesting issues. This therefore explains how an old person may find a music channel aimed towards teenagers inappropriate or not interesting than what they would ...

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