The Uses and Gratification 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 GRATIFICATION MODEL. 

• The uses and gratification 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 text for its ow gratification or pleasure.

Here, power lies with the audience not the producers. This theory emphasises what audiences 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 meaning as they see fit.

• Audiences therefore use media texts to gratify needs for:- 

1. Diversion 
2. Escapism
3. Information
4. Pleasure
5. Comparing relationships and lifestyles with one's own.
6. Sexual stimulation 

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

1. Learning
2. Emotional satisfaction
3. Relaxation
4. Help with issues of personal identity
5. Help with issues of social identify
6. Help with issues of aggression and violence

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