The uses and gratifications model

There is no clear link between violent behaviour and the consumption of violent media texts. In fact many consumers appear to be unaffected by such texts, the fundamental flaw of the effects model. Therefore another theory is necessary: the Uses and Gratifications Model

This model is opposite to the effects model and explores the reasons and ends in which they use and gain from consuming the media text, i.e the audience uses the text for its own gratification or pleasure. It suggests that the audiences uses the text and is not used by it, the power lies with the audience and not the producers. The audience is free to reject, use or play with media meanings as they see fit. 

The audiences therefore uses media texts to gratify needs for:

- Diversion

- Escapism

- Information

- Pleasure

- Comparing relationships and lifestyles with one's own

- Sexual stimulation

The audience is in control and consumption of the media helps 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 

Controversially the theory suggests that violent media texts are beneficial more so than they are harmful. It suggests that audiences act out their violent impulses through the consumption of violent media texts. The audiences inclination towards violence is therefore sublimated and are in turn less likely to commit violent acts.

No violence is shown throughout the music video I have produced. Therefore this model does not apply to my music video. However the genre of the music within the video is said to promote violence which could influence the viewer as stated before.