Maslow’s pyramid in the Internet era
‣ 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.
Self-actualization of creativity
Self-esteem links followers
proﬁle, friends, avatar, comunity
Safety abandonment, anonymity
‣ 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.