consulting, s.a.au

torit

as

‣ In 1943 Abraham Maslow came up with a theory on the hierarchy of human needs, arguing that, as the most basic needs at the bottom of the pyramid are satisfied, people develop higher needs and desires further up the pyramid.

‣ Today in the Internet era, right at the start of a social revolution, the pyramid showing the hierarchy of needs is still valid. New needs simply have to be transferred to the pyramid.

Maslow’s pyramid in the Internet era

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1943

consulting, s.a.au

torit

as

computer/network

abandonment, anonymity

profile, friends, avatar, comunity

links followers

of creativity

Phisyological

Safety

Social

Self-actualization

Self-esteem

‣ Physiological needs start with the need for a computer and an Internet connection.

‣ Safety needs have to do with how far a person trusts the new medium. It involves feeling safe with what you do and being sure that using the Internet is not dangerous. It means overcoming your fear of the unknown.

‣ Social needs are connected to the way we start to look for people we know when we first start surfing the web. We seek out family members and friends and look at how they present themselves and where. This is how the first social networks are created, coinciding with off-line social networks.

‣ Self-esteem starts with the beginning of totally new relationships, when you discover that there are people with interests similar to your own. You start to write to others and they write back, you write about each other, you link to people and they link to you.

‣ Self-actualization needs correspond to the explosive phase of creativity. What you do is creative, it is new, the community acknowledges this and your creativity increases.

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