Audience Theory - The Uses and Gratifications Model

The Uses and Gratifications Model is the opposite of the Effects Model in the sense that instead of the audience being passive and exploited by the text in order to have an effect on them, the viewer is active and uses the text for their own benefit. The theory suggests that audiences use media text in order to satisfy their needs such as escaping from reality and comparing their lives with those on the television. According to the theory, a person may act out their violent impulses by watching violent media instead of acting violent in real life and committing violent crimes etc. Another way a person may use media in order to gratify their violent impulses is violent video game such as Grand Theft Auto and Call of Duty.