Theory Work -

In each case there was a media and political outcry for the texts to be banned. In some cases laws were changed, films banned and newspapers demanded the burning of films. Subsequently, in each case it was found that no case could be proven to demonstrate a link between the text and the violent acts.

The effects model contributes to moral panics whereby;

• the media produce inactivity make 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 advertisement.  

The Uses and Gratifications Model 

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

The Effects Model 

• The audience is active and uses the text
• The audience uses the text for its own gratification or pleasure 
• Power lies with the audience 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 ti reject, use or play with media meaning as they see fit. 

Audiences therefore use media texts to gratify needs for;

1. diversion 
2. escapism 
3. information 
4. pleasure 
5. comparing relationships and lifestyle with one's own (only way is essex) - constructed reality television 
6. sexual stimulation 

The audience is in control and 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