Gratification Model

• It is clear that there is any link between the consumption of violent media texts and violent imitative behaviour.
• It is also clear blue theory is flawed in that many people do watch violent texts and appear not to be influenced.
• In doing so another theory is created - this is known as 'The Use & Gratification Model'.

The Uses & Gratification Model

The theory is opposite to the the:

• Effects Model
• The audience is active
• The audience uses the text and is NOT used by it.
• The audience uses the textfor it's own gratification or pleasure.

Here the power lies with the audience NOT procedures.

• The theory emphasises what audience do with media texts/
• How and why they use them?

Audiences therefore use media texts to gratify needs for:

• Diversion
• Escapism
• Information
• Pleasure
• Compare relationships and lifestyle ones own.
• Sexual stiulation

Audience is in control and consumption of the media helps people with issues such as:

• Learning
• Emotional satisfaction
• Relaxation
• Issues of personal identity
• Issues of social identity
• Issues of agression and violence

• Contriversailly the theory sugguests that the consumption of violent imagescan be helpful rather thanharmful.
• Audiences also act out the impulses and release the feelings through the consumption of media violence.
  
  
  
  Audience inclination towards violence is therfore sublimated, and thay are less likely to commit violent acts.