Maslow's Hierarchy of Needs

Maslow’s Hierarchy of Needs explores the idea that humans are motivated by certain unsatisfied needs, the most basic of which must be satisfied before more complex ones can be achieved. Here both the fundamental needs for survival, health, security and self actualisation are explored. And from the perspective of the media industry this hierarchy can help to reach out to an audience with ideas and products which in some way interact with these needs, provoking a response.

However, in looking at this hierarchy, one might argue that whilst Maslow presents the rigid idea that one thing must be achieved before another, the needs described will invariably overlap, blurring the lines. For example, food and water would surely come within the same category as resources and health, illness being one of the many things which lessens the chance of longevity. Problem solving, amongst other things, one of the highest needs shown here, would also surely interact with survival as the ability to problem solve allows a more efficient approach to survival and security. And therefore, although I believe this hierarchy to be a good basis and guide, I feel that perhaps it should not be taken as the strict, inflexible structure which it is shown to be.

Physiological Needs

(Breathing, food, water, sex, sleep, homeostasis and excretion)

At the bottom of the pyramid are the physiological needs, the basic elements without which human survival is impossible. These cravings are imprinted onto our very being as fear of death and consequently the desire to live and, if such substances such as nutrition and sleep are removed we are almost always prepared to act in order to recover them, no matter what the consequences might be. Therefore, it is only natural that these must be fulfilled before the mind or the body is able to concentrate on any more complex needs reaching out to self actualisation.

Safety

(Security of: body, employment, resources, morality, the family, health and property)

According to Maslow’s theory, once the physiological needs have been met, we are able to move our concentration to the aspects of security. Here the absence of security at its worst can result in war, famine and abuse among other horrific factors creating outcomes such as depression, post-traumatic stress, insomnia and paranoia. A sense of morality is also necessary as the ability to distinguish right from wrong and to act accordingly is crucial to the survival of society in the creation of a fair and decent system of law and order.

Love/Belonging

(Friendship, family and sexual intimacy)

After the physiological and safety needs are met, the third section of the pyramid deals with feelings of love and belonging, a need which is especially strong in childhood and can even override the need for safety. And neglect, ostracism and bullying, amongst other things, can damage the individual’s ability to maintain emotionally significant relationships between friends and family.

Human beings, as deeply social creatures, need to feel accepted in various forms of communities and the absence of belonging can cause loneliness, depression and anxiety. The need for acceptance can also cause an individual to give into peer pressure, often disregarding a need for safety.

Esteem

(Self-esteem, confidence, achievement, respect of others, respect by others)

Esteem is the human need to be valued by themselves and by others and a lack of esteem may result in an inferiority complex or depression, which in turn will stifle the individual’s ability to increase their self esteem. Maslow notes two versions of the need for esteem, the lower need being for respect from others, recognition and prestige whilst the higher need deals with self-confidence, freedom, independence and self-respect. The higher need is ranked as such in Maslow’s theory since it deals with matters closer to inner competence and self actualisation.

Self-actualisation

(Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts)

The highest need of Maslow’s theory is that of self-actualisation and represents the individual’s full potential or rather the desire to become everything that they can be. And in order to meet this need, the individual must first achieve and maintain the lower, physiological, safety, love and esteem needs.