Gratifications model

- This model is the opposite to the effects model


- the audience is active


-the audience uses the text amd is Not used by it


-the audience uses the text for its own gratification or pleasure


- here power lies with the audience not the producers


-this theory emphasises what audience 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

escapism

information

pleasure

comparing relationships and lifesyles with ones own

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

help with issues of social identity

help with issues of aggression and violence


- Controversially the theory suggest the consumption of violent images can be helpful rather than harmful

-the theroy suggest that audiences act out their violent impulses through the consumption of media violence

- the audience inclination towards violent is therefore sublimimatedand they vare less likely to commit a violent act