Uses & Gratification Model

This model believes that the audience is ACTIVE and not PASSIVE. 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 text - how and why they use them.

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

Audience therefore use media texts to gratify needs for:

Diversion

Escapism

Information

Pleasure

Comparing relationship & lifestyles

Sexual stimulation

The audience is control and consumption of the media helps people with issues such as:

Learning

Emotional satisfaction

Relaxation

Help with issues of personal identity

Help with issues of social identity

Help with issues of aggression and violence

The theory suggests that audiences act out their violent imagery through the consumption of media violence. The audience is therefore sublimated towards violence, less likely to act or commit violent acts.