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 the theory is flawed in that many people do watch violent texts and appear not to be influenced.

-Therefore a new theory is necessary, this is called the uses and gratifications model.

-The uses and gratifications 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 texts for its own gratification or pleasure.

-Here, power lies with the audiences with media texts and 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 texts 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 the people with issues such as :

learning/emotional satisfaction/relaxation /helps with issues of personal identity/help with issues of social identity/help with issues of aggression and violence.