Audience theory - The uses and Gratificator

Many people question whether these are true since many people watch violent texts but don't appear to be influenced by them. This theory elaborates on the reasons as to why people consume media and what they want to gain from it. Gratifications model, the audience are active when they watch media texts  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, they watch these types of texts because they like it and may possibly want to gain something from it.

The audience can use media texts to gratify needs for: 
- Information
- Diversion
-Pleasure
-escapism
- sexual stimulation
-comparing relationships & lifestyles

Since the audience are now in control, consumption of the media therefore, helps those with issues such as:
-Learning
-Relaxation
-Emotional satisfaction
- Issues of personal identity
- Issues of social identity
- 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 to commit violent actions. 

This theory can be related to my music video because the audience may really want to watch sad music videos because they enjoy it because they don't get upset about it or it makes them feel better about their selves.