The Uses and Gratifications Model

It is still unclear that there is any link between the consumption of violent media texts and violent imitative behaviour but it is clear that the theory is flawed in that many people do watch violent texts and appear not to be influenced so therefore a new theory is necessary and this theory is called The Uses and Gratifications Model. This theory is completely opposite to The Effects Model which is the idea that the audience are active, and they use the text don't let the text use them.Audiences use the text for their own gratification or pleasure, this means that the power lies with the audience not the producers so therefore it emphasises what audiences do with media texts, how and why they use the. Far from being duped by the media, audience's are free to reject, use or play with media meanings as they see fit.


Audiences there use media texts to gratify needs for,diversion,escapism,information,pleasure,comparing relationships and lifestyle with one's own, and sexual stimulation. To gratify needs for diversion because it helps them escape from routine and problems which could help with their emotional response to a certain situation. Information about which might affect one pr will help one do or accomplish something. Audience's are in control and the consumption of the media helps people with issues such as learning, emotional satisfaction and relaxation.


Media texts also help with issues of personal identity,social identity,aggression and violence. This theory suggests that media texts help with emotion, pleasure, feelings,family, friends. In 2007 a study was conducted to examine the facebook groups gratifications in relation to their civic participation offline. The Web survey polled 1,715 college students, ranging in age from 18-29, who were members of facebook groups. The respondents were given 16 statement through an electronic survey and asked “to rate their level of agreement with specific reasons for using facebook groups, including information acquisition about campus/community, entertainment/recreation, social interaction with friends and family, and peer pressure/self satisfaction.” The Likert scale indicated the 1 was strongly agree and 6 was strongly disagree. To ensure those results were not skewed, the respondents were also asked to complete a set of level of agreement questions to properly gauge their level of life satisfaction.The study ultimately yielded results through principal components factor analysis with varimax rotation.The results showed that there were four needs for using Facebook groups, “socializing, entertainment, self-status seeking,and information.”


There were four main things that gratification received from facebook groups such as socialising,entertainment,self seeking and information.Students interested in talking and meeting with others to achieve a sense of community and peer support on the particular topic of the group.Students engaged with the groups to amuse themselves,students maintain and seek out their personal status,as well of those of their friends,through the online group participation and also the students used the group to receive information about related events going on and off campus. 


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 sublimated, and they are less likely to commit violent acts.