The Uses and Gratifications Model

The Uses and Gratifications Model is the opposite to the Effects Model.

The Audience is ACTIVE and USE the text and not the other way round.

The Audience uses the text for its own Gratification or Pleasure.

In this model, the power lies with the audience and not the producers, and it focuses on what audiences do with the text and how and why they use them.

The audience is free to REJECT, USE or PLAY with media meaning a 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

Consumption of the texts helps peoples issues with:

• Learning
• Emotional Satisfaction
• Relaxation
• Help with Issues of Personal Identity
• Help with Issues of Social Identity
• Help with Issues of aggression and violence

Controversially, the theory suggests that the consumption of violent images can be helpful rather than harmful. It also suggests that audiences act out their own impulses through the consumption of media violence. The audiences inclination towards violence is therefore sublimated, and they are less likely to commit violent acts.

For example;

The theory suggests that if a person is feeling especially angry with a colleague, instead of going and hitting them, they could watch 'Die Hard', watch Bruce Willis 'cook a few fools' and their anger would have decreased as they have relinquished their anger by watching the film. This is the total opposite to the Effects Model which suggests they are more likely to then go and give their colleague two black eyes a busted nose.