The uses and gratifications model.

The Uses and Gratifications Model is the 'OPPOSITE' of the Effects model.

It suits everyone different interests and temperaments, gender and age.

The audience are more:

• active and no longer passif
• uses the texts and NOT used by it
• uses the texts for it's own gratification or pleasure.- Your needs and wants are being satisfied.

The power lies with the audience, this theory emphasises what audiences do with media texts, how and why they use them. Audience are free to reject, use or play with media meanings.

Audiences therefore use media texts to gratify needs for: 

• Diversion
• Escapism
• Information
• Pleasure: takes away any stress or anger.
• Comparing relationships and lifestyles with one's own.
• Sexual stimulation.

The audiences is in control and consumption of 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 harmful. This theory suggests that the audience acts 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.