- Here, power lies with the 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 t reject, use or play with meanings as they see fit
Audiences therefore use media texts to gratify needs for:
- Diversion
- Escapism
- Information
- Pleasure
- Comparing relationships with ones own (and lifestyles)
- Sexual stimulation
- The audience is in control and consumption of the media helps people with issues such as:
- Learning
- Emotional satisfaction
- Relaxation
- Helps with issues of personal identity, social identity and aggression and violence
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