2. The uses and gratifications model is the
opposite to of the effects model where the
audience is active as oppose to passive.
Here, the power lies with the audience and
NOT the producers.
This theory emphasises what audiences do
with media texts and how and why they use
them.
Far from being duped by the media, the
audience is free to reject, use or play with
the media as they see fit.
3. There are many ways the media texts gratify
people’s needs;
Diversion – People may need something to
distract them for their every day lives and
use films and TV programmes to do this.
Escapism – People may watch fantasy and
supernatural programmes to escape from the
modern stresses of their every day life.
Information – People may watch
documentary’s in order to be informed on
certain subjects they are interested in.
4. Pleasure – People may watch programmes
they enjoy and get some way of human
pleasure out of watching a TV show.
Comparing relationship’s and lifestyle’s to
one’s own – People may watch reality TV and
TV soap drama’s in order to compare the
characters lives to their own and how they
may want to change their lifestyle to
replicate what they see on TV.
Sexual stimulation – Some people may choose
to watch Pornography in order to achieve
sexual stimulation from media texts.
5. The audience is in control and consumption
of media texts helps people with deal with
issues such as ;
Learning – Media texts such as TV
documentary’s can educate a variety of ages
and help people learn new things.
Emotional Satisfaction – Romance and
Comedy films often allow people to express
emotions which is healthy in every day life.
Relaxation – People may listen to music to
relax and escape from a hard day at work.
6. Help with issues of personal identity – Some
people who are trying to find themselves may
use media texts to identify their needs and
interests which make up their personality.
Help with social identity- Some people may use
media texts to find their interests and then find
people with the same interests in order to create
their own social identity.
Help with aggression and violence- Some people
may play violent video games and watch horror
movies in order to take the anger out in the
game instead of real life.
7. Controversially, the theory suggests the
consumption of violent images can be helpful
rather than harmful.
The theory suggests that audience act out
their violent impulses through the
consumption of media violence.
The audience inclination towards violence is
therefore sub limited and they are less likely
to commit a violent act.
