Maslow’s Hierarchy of Needs explains the needs that motivate human beings. Abraham Maslow proposed that within every person, there is a hierarchy of needs, which consist of:
1. Physiological needs
2. Safety needs
3. Social needs
4. Esteem needs
5. Self-actualisation needs
Maslow argued that each level of the hierarchy must be substantially satisfied before the next is activated, and that once a need is substantially satisfied it no longer motivates behavior. (Robbins, et al. 2003. Pp. 445) Maslow’s Hierarchy of Needs can also be applied to the Internet culture, especially for bloggers. But the problem with this lies in addressing the difference between needs and goals, and in distinguishing differences between needs, wants, and desires. (Green, 2002. Pp. 56) Needs can be divided into two categories, which are physiological needs and psychological needs. When applying the theory to Internet culture, it is indicated that the most basic need – physiological needs has already been met. But the other levels of needs can be applied to the Internet culture, especially for the Blogging culture; these needs include safety needs, social needs, and esteem needs.
Most bloggers make use of their blogs as journal entries, writing about their experiences throughout the day; week, month, and even throughout their lives; and also engaging in conversations with friends on the Internet. So very often, bloggers are seen as engaging in a virtual life. Blogs allow bloggers to express their feelings in writing or images, and these feelings can include negative feelings like frustration, aggression, disappointment, sadness, and so on. At times like these, bloggers may find that the blog space is a place for them to ‘escape’ to. This addresses Maslow’s hierarchy of ‘safety needs’. ‘Virtual life is an indication of withdrawal and escapism, and may indicate response to a ‘safety’ need.’ (Green, 2002. Pp. 57)
When bloggers interact with other bloggers or readers through their journals and commentaries, this can be seen as socially motivated, which addresses Maslow’s hierarchy of ‘social needs’. This is also strongly applicable for the discussion groups and communities through blogs, where the bloggers communicate and interact with each other through the same interests.
‘Social needs help set the scene for esteem-driven needs, where a desire to develop a strong and integrated ego is secondary in importance to developing a social circle.’ (Green, 2002. Pp. 55) Blogging can also be applied to Maslow’s hierarchy of ‘esteem’ needs, through the utility of social features. When a blogger posts an entry and many people respond to it by posting comments, this can show many elements that can contribute to the blogger’s esteem. This is because it can show that 1. many people find this blogger interesting and like reading what he or she has to say, and 2. this blogger has a large and active social network of friends. As a result of this, a blogger can have a high esteem in this situation, knowing that many people are reading his or her blogs.
See also:
References:
Robbins, S.P., Bergman, R., Stagg, I., Coulter, M. 2003. Management, 3rd edn, Sydney: Prentice Hall.
Green, L. 2002. Technoculture – From Alphabet to Cybersex. pp. 43 – 60. St Leonards, N.S.W: Allen and Unwin.
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Accell-Team.com: Abraham H. Maslow's Hierarchy of Needs
LAI Kuan Jung 14:03, 18 Oct 2004 (EST)
