It is still unclear that there is any link between the consumption of voilent media texts and voilent imitative behaviour. It is also clear the theory is flawed in that many people do watch voilent texts and appear not to be influenced.
Therefore there is a new theory is needed called the use and gratifactions model. It is opposite of the Effects Model the audience. The audience are now active rather than passive. The audience uses text and not used by it. The audiece uses the text for its own gratification or pleasure. Here the power lies with the audience and not the producers. This theory emphasises what audiences do with media texts, how and why they use them.
Far from being duped by the media, the audience is free to reject, use or play with the media meanings as they see fit. Audiences therefore use media texts to gratify needs for:
Diversion
Esapism
Information
Pleasure
Comparing relationships and lifestyles with one's own.
Sexual Stimulation
Helps people with issues such as
Learning
Emotional Satisfaction
Relaxation
Help with issues of personal identity
Help with issues of social identity
Controversially the theory suggests the consumption of violent images can be helpful rather than harfmul. The theory suggests that audiences act out their violent impulses through the consumption of media violence. The audience's inclination towards voilence is therefore sublimated, and they are less likely to commit violent acts.
