The Uses and Gratifications Model

The uses and gratifications model is the theory that audiences use the media in order to satisfy a certain need. Therefore "channeling" anger etc. This means that this model is opposite to the effects model. The audience is active rather than passive so they use the text rather than the text using them. Here, power lies with the audience NOT the producers. This theory emphasises what audience do with media texts. So audiences are 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 with issues such as:-

learning
emotional satisfaction
relaxation
help with issues of personal identity
help with issues of social identity
help with issus of aggression and violence

Controversially the theory suggests the consumption of violent image can be helpful rather than harmful. The theory suggests that of audience act out their violent impulses thrugh the consumption of media violence. Therefoere the audience's inclination towards violence is therefore subimated, and they are less likely to commit violent acts.