The Uses and Gratifications Model

It is still unclear that there is any link between the consumption of violent media and violent behaviour.

It's is also clear that the effects model has many flaws in that many people watch violent movies and they appear not influenced at all. A new theory is needed.

It is the opposite of the effects model.
The audience is active, they use the text they are not actually used by the media.

The audience uses texts for its own gratification and pleasure. The power lies with the audience not with the producers.

This theory emphasis what audiences do with media texts, how and why they use them. They are far from being duped by the media, the audience is free to reject, use or play with media meanings as they see fit.

The audiences use media to satisfy their needs for;
Diversion
Escapism
Information
Pleasure
To compare their lifestyles and relationships
Sexual stimulation

It can help people who have issues like;
Learning
Emotional satisfaction
Relaxation
Help with issues of personal and social identity
Help with issues of aggression and violence. This means that when playing a violent game and being angry the game can help to calm you down.