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This research study focuses on the selective retention and selective exposure theories. This study also aims to testify that picture have great impact on the process of retention and selection of news stories. Images which are related to the text of the news story have great amount of information retention. Photos which are irrelevant to the text have intermediate amount of information retention. And news which are only text have minimum amount of information retention. The study formulates the selective exposure and selective retention theories by applying experimental research method to the population of Bahauddin Zakariya University, Multan.

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A Communication ResearcherStudying M.Phil in Communication Studies At Bahauddin Zakariya University, Multan. Pakistan.

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