Audience Theory - Uses and Gratifications Model

A further theory regarding the way audience's digest text is the Uses and Gratifications Model.
The Uses and Gratifications Model is the opposite of the Effects Model and the main points are:

• The audience are viewed as active.
• The audience uses the text and is not used by it.
• The audiences uses the text for its gratification or pleasure.

Therefore, it is evident that the power lies with the audience and not with the producers.
The theory also emphasises what audiences do with the media texts. Far from being duped by the media, the audience 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 of social identity
• help with issues of aggression and violence.

Controversially, the theory suggests the consumption of violent images can be helpful rather than deleterious to an individual. Additionally, it also suggests that 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.