The Uses and Gratifications Model.

The Uses and Gratification model is the theory that people specifically find a media text to satisfy specific needs. This theory is the opposite to the Effects Model as the audience is active in this theory and it used the text and is not used by it which is completely different to what theEffects Model states. The audience uses the text for their own gratification (pleasure). This theory explores what the audience does with these media texts ad why the use them.

Audiences therefore use media texts to gratify needs for:

• Diversion
• Escapism
• Information
• Pleasure 
• Comparing relationships and lifestyles with one's 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

So unlike The Effects Model where it states the violent images and scene can cause to person to act them out in real life the Uses and Gratification Model suggests that the consumption of violent images can be helpful, this is very controversial as it states the audience acts out their violent urges through consumption of media violence. The audience's inclination toward violence is therefore sublimated, and are less likely to commit violent acts.