Research: The Uses and Gratifications Model

- The uses and gratifications model is the opposite of the effects model
- The audience is active; they use the text and is not used by it
- The audience uses the text for its own gratification or pleasure
- Here, power lays 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:
- 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 people with issues such as:
- Learning
- Emotional satisfaction
- Relaxation
- Helps with issues of personal identity
- 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 consumption of media violence. The audience’s inclination towards violence is therefore sublimated; they are less likely to commit violent acts.