AN ANALYSIS OF “LIMITED AND SELECTIVE EFFECT THEORY” AND “USES AND GRATIFICATION THEORY” FROM PERSPECTIVE OF MASS MEDIA RESEARCH

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 behavior