The Uses and Gratifications Model

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

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

-this is called:- The Uses and Gratifications Model

-the uses and gratifications model is opposite of the effects model

-the audienceis active

-the audience uses the texts and is not used by it

-the audiences uses the texts for its own gratification or pleasure

-here, power lies with the audience NOT the producers

-this theory emphasises what audience 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 use media twxts to gratify needs for:-

• diversion
• escapism
• information
• pleasure
• comparing relationships and lifestyles with one's own
• sexual stimulation

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

• learning
• emotional satisfaction
• relaxation
• help with issues of personal identity
• help with issues of social identity
• help with issus of aggression and violence

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

-theory suggests that of audience act out their violent impulses thrugh the consumption of media violence

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