Uses and Gratifications Model

THIS IS THE COMPLETE OPPOSITE OF THE EFFECTS MODEL!!
In this model:

• The audience is active.
• The audience uses the text and is NOT used by it.
• The audience uses the text for it own gratifications or pleasure.
• Here, power lies with the audience NOT the producers.
• This theory emphases what audience do with the 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 meaning as they see fit.
• Audience therefore use media texts to gratify needs for:

DIVERSION
ESCAPISM
INFORMATION
PLEASURE
COMPARING RELATIONSHIPS AND LIFESTYLE WITH ONE'S OWN
SEXUAL STIMULATION

• The audience is in control and consumption or the media helps people with issues such as:

- Learning
-Emotional satisfaction
-Relaxation
- Helps with issues of personal identity
- Helps with issues of social identity
- Helps with issues of aggression and voilence

• Controversially the theory suggests the consumption of voilent images can be helpful rather than harmful
• The theory suggests also that audiences act out their voilent impluses through the consumption of media voilence.
• The audience inclination towards voilence is therfore sublimited, and they are less likely to commit voilent acts.