Audience Theory- The Uses and Gratifications Model

A futher theory regarding the way audiences digest texts is the Uses and Gratifications Model. This model is opposite to the Effects Model and its main points are:

• The audience are ACTIVE instead of PASSIVE.
• The audience uses the text and is not used by it.
• The audience uses the text for their own pleasure (gratification).

With this model, it is evident that the power lies in the audience's hands, and not with the producers. The audience is far from being duped by the media, and is free to reject, use or play with meanings of a media text.
This model claims that audiences use media texts to gratify needs for:

• Escapism
• Information
• Pleasure
• Sexual stimulation
• Relatability and comparisons with own lifestyle
• Diversion

This means that media texts overall help people with issues like:

• Learning
• Relaxation
• Emotional stimulation
• Help with issues of social identity
• Help with issues of personal identity
• Help with issues of aggression and violence.

This model controversially states that the consumption of violent images can be helpful rather than dangerous to an individuals mental state. Additionally, it also suggests that audiences act out their violent impulses through the comsumption of media violence. The audiences need for violence is therefor subliminated, meaning less/no need to act upon it.