The Uses and Gratifications Model
This is stil unclear that there is any link between the consumption of violent media texts and violent immatitve behaviour.
It is also clear the theory is flawed in that many people do watch violent texts and appear not to be influenced.
The Uses and Gratifications Model is the opposite of the effects model
- The Audience is ACTIVE
- The audience USES the text and is not used by it.
- The audience uses the text for its own GRATIFICATION or PLEASURE
Here POWER lies with the AUDIENCE not the producers