This basically means that the audience has the power not the producers, this theory emphasis what audiences do with the media text and why they use them. Yet again the audience gets to choose if they want to reject what they saw or take it onboard.
Audiences therefore use media text to gratify needs for:
- Diversion
- Escapism
- Information
- Pleasure
- Comparing relationships and lifestyles
- Sexual stimulation
The audience is on control and consumption of the media helps with issues such as:
- Emotional satisfaction
- Learning
- Relaxation
- Help with issues of personal identity
- Help with issues of social identity
- Help with issues of aggression and violence
Controversially the theory suggest the consumption of violent images can be helpful rather than harmful.
The theory suggest that audiences act out their violent impulses through the consumption of media violence.
The theory suggest that audiences act out their violent impulses through the consumption of media violence.
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