Audience theory - The Uses and Gratifications Model

No one is sure whether these theory are actually true since many people watch violent texts but don't appear to be influenced by them. This theory explores the reasons as to why people consume media and what they hope to gain from it. When it comes to the uses and gratifications model, the audience are active when they watch media texts including horror and violent ones because when the watch it they use the text and are not used by it. When the audience use the text they use it for their own gratification or pleasure. They are not helpless or duped, they watch these types of texts because they enjoy it and may want to gain something from it.

Here the power lies with the audience and not with the producers and directors of the film. The audience is free to reject, play or use with media meanings as they see fit. 

The audience can use media texts to gratify needs for: 

• Diversion
• Escapism
• Pleasure
• Information
• Comparing relationships and lifestyles with one's own
• Sexual stimulation

Since the audience are now in control, consumption of the media therefore, helps those with issues such as:

• Learning
• Relaxation
• Emotional satisfaction
• Help with issues of personal identity
• Hep with issues of social identity
• Help with issues of aggression and violence 

The theory suggests that the consumption of violent images might even be helpful rather than harmful since, the audience act out their violent impulses through the consumption of media violence. The audiences inclination towards violence is sublimated therefore, they would be less likely t commit violent acts. 

This can be applied to my music video because the audience may actually want to watch sad music videos because they enjoy it because they don't get upset about it.