Theory Work: Audience Theory- The Uses and Gratifications Model

The fact that it is unclear that there is any link between the consumption of text and violent imitative behaviour weakens the Effects Model. It is also weakened by the fact that may people watch violent texts and do not appear to be influenced. An alternative theory is the Uses and Gratifications Model, in which the audiences uses the text. This is the opposite to the Effects Model, as where in the Effects the audience is passive, in this model, we are actively using the text for various gratifications or needs. This means that the power lies with the audience, and their is emphasis on how and why we use the text. The model encoporates the idea that we are able to reject, use , or play with the media meanings as we see fit.

Audiences may use the media text to gratify needs for;

• Diversion
• Escapism
• Information
• Pleasure
• To compare
• Sexual stimulation

Audiences may use the media to help them with such issues as;

• Learning
• Emotional satisfaction
• Relaxation
• Help with issues with personal identity/ social identity
• Aggression/violence

This theory is controversial as it suggests that violentimagescan be helpful and help a person deal with issues, rather than harmful. The idea is that the audience act out their violent inpulses through the consumption of media violence. Audiences inclination towards violence is therefore subliminated, and they are less likely to commit violence acts.