The Uses and Gratification Model

• this model is the opposite to the Effects Model.
• the audience is active
• the audience uses the text and is not used by it
• the audience use the text for it own gratification or pleasure
• here the 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 go gratify needs for:

• diversion
• escapism 
• information
• pleasure
• comparing relations and consumption 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 suggests the consumption of violent images can be helpful rather than harmful.
The theory suggests that audiences act out their  violent impulses through the consumption of media violence.
The audiences inclination towards violence is therefore sublimate, and they are less likely to commit violent acts.