Effects Model

Moral Panic Caused by:

• The media produce inactivity, which makes us into students who won't pass their exams or "couch potatoes" who make no effort to get a job.
• The media produces violent "copycat" behaviour or mindless shopping in response to advertisements.

Uses and Gratifications Model

• Unclear that there is any link between the consumption of violent media texts and violent imitative behaviour.
• It is also clear the theory is flawed in that many people do watch violent text and appear not to be influenced.
• Therefore a new theory is necessary.

• Uses and Gratifications Model is opposite of effects model
• Audience is active
• Audience uses the text and is not used by it
• Audience uses the text for its own gratification or pleasure
• Power lies with the audience not the producers
• This theory emphasises what audience do with media texts - how andy why they use them
• 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:

1. Diversion
2. Escapism
3. Information
4. Pleasure
5. Comparing relationships & lifestyle with one's own
6. Sexual stimulation

The audience is in control and the consumption of the media helps people with issues such as:

1. Learning
2. Emotional satisfaction
3. Relaxation
4. Help with issues of personal identity
5. Help with issues of social identity
6. Help with issues of aggression and violence

• Controversially the theory suggests the consumption of violent images can be helpful rather than harmful
• The theory suggests that audiences act out their violent impulses through the consumption of media violence
• Audiences indignation towards violence is therefore sublimated, and they are less likely to commit violent acts.