Audience Theory: Uses and Gratification Model

This theory suggests that we use the text for our own satisfaction and needs. (Which is the complete opposite to the effects model) This means that the power lies wihtin the audience not the producers , so this theory emphasises what the audience do with the text. Overall the audience is free to reject, use or play with media meanings in whatever way they want.

Here is a list of things the audience could use media texts for;

• diversion
• escape
• information
• pleasure
• sexual stimulation