The Uses and Gratification model

The Uses and the Gratification model is the opposite to the effects model. It says that rather than the audience being passive and unable to resist, that in fact the audience is active, and uses the media texts for its own gratification.

The audience uses media texts to gratify needs for:

• Diversion- Audience use the media instead of doing a task they don't want to do eg. Watch a film instead of tidy the house.
• Escapism
• Sexual stimulation
• Information- eg.the News or documentaries.
• Comparing relationship and lifestyles with one's own- eg. reality shows such as the Only Way is Essex, or makeover shows such as Grand designs
• Pleasure

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

• Emotional satisfaction
• Relaxation
• Help with issues of personal identity
• Learning- eg. Documentaries, children's shows
• Help with issues of social identity
• Help with issues of aggression and violence

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