-It is also clear the theory is flawed in that many people do watch violent texts and appear not to be influenced.
-Therefore a new theory is necessary
-This is called the :
Uses and Gratifications Model.
-Opposite to the Effects Model.
-The audience is active.
-The audience uses the text and is NOT used by it.
-The audience uses the text for its own gratification or pleasure.
-Here, the power lies with the audience NOT the producers.
-This theory emphasizes what audiences do with media texts - how and why they use them.
-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 -Information
-Escapism -Pleasure
-Comparing relationships and lifestyles with one's own
-Sexual stimulation.
-The audience is in control and consumption of the media helps people with issues such as:
-Learning -Emotional satisfaction
-Relaxation -Helps with issues of personal identity
-Helps with issues of social identity
-Helps with issues of aggression and violence
-Controversially, the theory suggests the consumption of violent images can be helpful rather than harmful.
-The theory suggests that audiences act out their violent impulses through the consumption of media violence.
-The audiences inclination towards violence is therefore sublimated, and they are less likely to commit violent acts.
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