https://iaeme.com/Home/journal/IJM 802 editor@iaeme.com International Journal of Management (IJM) Volume 12, Issue 4, April 2021, pp.802-807, Article ID: IJM_12_04_067 Available online at https://iaeme.com/Home/issue/IJM?Volume=12&Issue=4 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.4.2021.067 © IAEME Publication Scopus Indexed AN ANALYSIS OF “LIMITED AND SELECTIVE EFFECT THEORY” AND “USES AND GRATIFICATION THEORY” FROM PERSPECTIVE OF MASS MEDIA RESEARCH Muhammad Ramzan Pahore DMCS, University of Sindh, Jamshoro, Pakistan Sumera Memon DMCS, Sindh Madressatul Islam University, Karachi, Pakistan Rozina Chohan Department of Computer Sciences, Shah Abdul Latif University, Khairpur, Pakistan ABSTRACT Theories in Communication are widely discussed in the research arena; how Media exposure influence on audiences’ behavior and perception about TV program, movie, talk show or any reported news story. More importantly, theories are used in internet, social media, new media and mobile news consumptions. Past research studies revealed that there are numbers of theories has been used in reach studies related to mass media and online media but mostly, “Limited and selective effect theory” and “Uses and Gratification theory” have much relevance to exposure of and consumption of Space Journalism, Time Journalism, and Online Journalism. It has been concluded on the basis of reviewed studies on uses and gratification theory and limited and selective effect theory. Thus, media theories have significant effect on cognitive, social, political and entertainment behaviors. Key words: Theories in Communication, Media exposure, Influence, Behavior, Space and Time media, Relevance, and Online Journalism. Cite this Article: Muhammad Ramzan Pahore, Sumera Memon and Rozina Chohan, An Analysis of “Limited and Selective Effect Theory” and “Uses and Gratification Theory” from Perspective of Mass Media Research, International Journal of Management (IJM), 12(4), 2021, pp. 802-807. https://iaeme.com/Home/issue/IJM?Volume=12&Issue=4