The Uses and Gratifications Model

• Here, power lies with the audience- not the producers
• This theory emphasises what audiences do with media texts

• Audiences therefore use media texts to gratify needs for:
• Diversion
• Escapism
• Information
• Pleasure
• Comparing relationships and lifestyles with one's own

• The audience is in control and consumption of the media helps with issues such as;
• Learning
• Emotional Satisfaction
• Relaxation
• Personal/Social Identity
• Aggression and Violence