Uses and Gratifications Model

It is still unclear that there is any link between the consumption of violent media textss, and violent imitative behaviour. It is also clear that the theory is flawed in that many people watch violent texts and are not influenced, therefore a new theory is needed.

The Uses and Gratifications Model is the opposite of the effects model, where the audience is active rather than passive and the audience uses the text and is not used by it. The audience uses the text for its own pleasure or gratification.

Far from being duped by the media, the audience uses the text and 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 people with issues such as:

• Learning
• Emotional Satisfaction
• Relaxation
• Help with issues of personal identity
• Help with issues such as social 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 the consumption of media violence. The audiences inclination towards violence is therefore sublimated, and they are less likely to commit violent acts.