The Uses and Gratifications Model

• The audience is active
• The audience uses the text & is not used by it
• The audience uses the text for its own gratification or please

• Here, power lies with the audience not the produces
• This theory emphasises what audiences do with media text how and why they use them
• Far from being duped by the media, audience is free to reject use or play with the media meanings as they see fit

Audiences therefore use media texts to gratify needs for;

• Diversion
• Escapism
• Information
• Pleasure
• Comparing relationships and lifestyles with ones own
• Sexual stimulation

The audience is in 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

• Controversially the theory suggests the consumption of violent images can be helpful rather that harmful
• The theory suggests that audiences act out their violent impulses through the consumption of media violence
• The audiences inclination towards violence is therefor sublimated and they are less likely to commit violent acts