The Uses and Gratification Model

The Uses and Gratifications Model

• Here, the power lies audience NOT the producers
• This theory emphasises what audiences 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 meanings as they see fit.

Audiences therefore use media texts to gratify needs for;

1. Diversion 
2. Escapism
3. Information
4. Pleasure 
5. Comparing relationships and lifestyles with ones own

The audience is in control and consumption of the media helps people with issues such as:

1. Learning 
2. Emotional satisfaction 
3. Relaxation
4. Helps with issues of personal identity, social identity and aggression and violence