The Uses and Gratifications Model Overall

- It is still unclear hat there is any link between the consumption of violent media texts and violent imitative behaviour.

- It is also clar the theory is flawed in that many people do watch violnt texts and ppear not o be influenced.

- Therfore a new theory is necessary.

-This is called the Uses and Gratification model is the opposite of the Effects Model.

-Here the audience is active.

- The audience uses the text and is not used by it.

- The audienc also uses the text for its own gratification or pleasure.

-Here, poer lies with the audience not the producers.

- This theory emphasises what udience do ith media txts- how and why they use them.

- Far from being duped by the media, the audinc is free to reject, use or play with media meaning as they see it.

- Audiencs 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 if the media helps people with issue such as:

> Learning
> Emotional Satisfication
> Relaxation
> Help with issues of personal identity
> Help with issues with 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 suggest that audiences act out their violent impluses through the consumtion of media violence.

- The audience's inclination towards violence is therefore sublimated, and they are less likely to commit violnt acts.