The Uses and Gratifications Model

-it is still unclear that there is any link between the consumption of violent media texts and violent imitative behaviour

- it is also clear that the theory is flawed in that many people do watch violent texts and appear not to be influenced

-therefore a new theory is necessary, called the: Uses and Gratifications Model

-the Uses and Grats. model is the opposite of the Effects Model

-the audience is active

-the audience uses the text and is NOT used by it

-the audience uses the text for its own gratification or pleasure

-here, power lies with the audience NOT the producers

-this theory emphasises what audiences do with media texts-how and why they use them

-far from being duped by the media, the audience is free to reject, use or play with media meanings as they see fit.

-audiences therefore uses media texts to gratify needs for:

• diversion


• escapism


• information


• pleasure


• comparing relationships and lifestyles with one's own


• sexual stimulation

-the sudience is in control and consumption of the media helps people with issues such as:

• learning


• emotional satisfaction


• relaxation


• help with issues of personal identity


• helps with issues of social identity


• helps with issues of aggression and violence

-controversially the theory suggests the consumption of violent images can be helpful rather than harmful

-the theory suggests that audiences act out their violent impulses through the consumption of media violence

-the audience's inclination towards violence is therefore sublimated and they are less likely to commit violent acts