This model is the opposite of the Effects Model. The audience is not passive it is active in their consumption of texts by using the text rather than being used by it.The audience uses the text for gratification or pleasure, thus the power lies with the audience not the producers. The model emphasises what audiences do with media texts - how and why they use them. Although far from being "duped" by the media, the audience is free to reject, use or play with media meanings as they see fit.
Therefore audiences use media texts to gratify needs for:
- Diversion
- Escapism
- Information
- Comparing relationships and lifestyles with their own
- Sexual stimulation
Similarly the audience is in control of their consumption of their media texts and help the people with issues such as:
- Learning
- Emotional satisfaction
- Relaxation
- Help with issues of personal identity
- Help with issues of social identity
- Help with issues of aggression and violence
The model controversially implies that sometimes the consumption of violent texts can be helpful rather than harmful. The theory suggests that audiences act out their violent impulses through the consumption of media violence. The audiences inclination towards violence is therefore sublimated and they are less likely to commit violent acts.
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