<Li> In 1969 Jay Blumler and Denis McQuail studied the 1964 election in the United Kingdom by examining people's motives for watching certain political programs on television . By categorizing the audience's motives for viewing a certain program, they aimed to classify viewers according to their needs in order to understand any potential mass - media effects . The audience motivations they were able to identify helped lay the groundwork for their research in 1972 and eventually uses and gratifications theory . </Li> <Li> In 1972 Denis McQuail, Jay Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories . The four categories were: diversion, personal relationships, personal identity and surveillance . </Li> <Li> In 1973 - 74 McQuail, Blumler and Brown were joined by Elihu Katz, Michael Gurevitch and Hadassah Haas, in their media exploration . The collaborative research began to indicate how people saw the mass media . </Li> <Ul> <Li> The most recent interest surrounding Uses and Gratifications Theory is the link between the reason why media is used and the achieved gratification . </Li> <Li> UGT researchers are developing the theory to be more predictive and explanatory by connecting the needs, goals, benefits, and consequences of media consumption and use along with individual factors . </Li> <Li> Work in UGT was trailblazing because the research of Katz, Blumler, and Gurevitch built on Herzog's research and caused a paradigm shift from how media influences people to how audiences use media, diminishing the dominance of the limited effects approach to mass media studies . </Li> <Li> In the 1980s, Rehman (1983) applied UGT to study the relationship between the movie audience expectations and satisfaction derived from going to the movies . </Li> </Ul>

Who came up with the uses and gratifications theory