The Uses and Gratifications Model

This is a model which is the opposite of the effects model. It explores the reasons why people consume media and what they hope to gain from the experience. The theory suggests the audience is active which means they choose to watch the media and they are in control, they are not being forced to do anything, they are making the choice for there own pleasure.

The audience are not duped, they can reject, use, play or agree with the media meanings and are free to form their own interpretations.

Why audiences may use media texts:

1. Diversion; watching something which takes your mind of other things, purely watching it because you just want to. 
2. Escapism; playing games which take you into fantasy. For example sims or call of duty. 
3. Information; consuming media which gives you information such as documentaries. 
4. Pleasure; consuming media for enjoyment such as sports channels purely for enjoyment, for fun.
5. Comparing relationships and lifestyles with one's own; watching reality tv and consuming media about different peoples lifestyles wanting to relate and constantly comparing. 
6. Sexual Stimulation; watching/ consuming media that may arouse you eg; pornography. 

This may help with issues such as: 

1. Learning; learning how to play games or learning from documentaries or even from others in many different ways.
2. Emotional Satisfaction; watching something or consuming media that makes you feel emotional stable. 
3. Relaxation; Consuming media that makes you feel less stressed for example watching a film.
4. Help with issues of personal identity; consuming media which lets you decide what suits you and who you are.
5. Help with issues of social identity; where you fit in society by the music you listen to for example.
6. Help with issues of aggression and violence; instead of taking anger out on people they may take their anger out on computer games. Suggests that audiences act out their violent impulses through the consumption of media violence, the inclination towards violence is therefore sublimated and the risk of violent acts being committed is lower.