Critical Theory: Audience Theory: Uses & Gratifications Model

As the Effects Model has its severe flaws, a new theory is necessary to attempt to explain the behaviour of audiences when consuming media texts. Today, we learnt about the Uses and Gratifications Model.

The Uses and Gratifications Model

This model is the OPPOSITE of the Effects Model. The model argues that the Audience is Active and that they USE the text, it ISN'T USED BY THE TEXT. The audience, it is argued, uses the text for its own GRATIFICATION i.e pleasure.

The POWER LIES WITH THE AUDIENCE, not the Institutions!!

The theory empathises what audiences DO with the texts, as in HOW and WHY they use them. Far from drugged by the media, the audiences are free to REJECT, USE or PLAY with media meanings as they see fit.

Audiences use media texts to gratify needs for the following;

• DIVERSION
• ESCAPISM
• INFORMATION
• PLEASURE
• COMPANY RELATIONSHIPS & LIFESTYLES
• SEXUAL STIMULATION

The theory insinuates that the audience is in control and consumption of the media helps people with issues.
These issues could be;

• LEARNING
• EMOTIONAL SATISFACTION
• RELAXATION
• HELP WITH ISSUES OF PERSONAL IDENTITY
• HELP WITH ISSUES OF SOCIAL IDENTITY
• HELP WITH ISSUES OF AGGRESSION & VIOLENCE