Gratifications Model

• It is still unclear that there is any link between the consumption of violent media texts and violent imitate behaviour.
• The theory is not proven as many people who do watch violent texta appear to be not influenced.
• Therefore a new theory is necessary....its called the uses and gratifications model.
• The uses and gratifications model us the opposite of the effects model.
• In this theory 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 wirth the audience NOT the producers.
• This theory emphasises what audiences do with media texts - how and why they use them.
• The audience is free to reject, use or play with the media meainings as they see it.
• Audiences therefore use media to gratify needs for: diversion, escapism, information, pleasure, comparing, relationships, lifestyles to ones own and sexual stimulation.
• The audience is in control and consumption of the media helps people with issues such as: learning, emotional satisfaction, relaxation, help with issues of personal identity, or issues with aggression or violence.
• Controversialy the theory suggests the consumption of violent images can be helpful rather than harmful, because the audience are in control.
• When playing violent games are not influenced to be violent but are acting out through the consumption of media violence.
• The theory suggests audiences inclination towards violence is sublimated (absorbed) and are less likely to commit violent acts.