Introducing PJK’s Social Networking Model of Motives - From Image Creation to Public Actualisation: Expanding Maslow's Hierarchy in Digital Social Networks

This paper introduces the PJK Social Networking Model of Motives, a egalitarian model that is an extension of the needs postulated by Maslow in his Hierarchy of human motives, into the perpetual social networking site usage by the modern human. Four more needs have been added as an emergent quadrant of needs in social media usage. The model postulates the non hierarchical nature of these motives, as drawn from the research findings. This study explores the integration of social networking sites (SNS) within Maslow’s Hierarchy of Needs (MNH) to understand how these digital platforms fulfil various human needs. By mapping SNS features to Maslow’s human needs, this research examines the role of SNS in satisfying the new media needs corresponding to physiological, safety, love and belonging, esteem, and self-actualisation needs. The study employs a qualitative analysis of SNS functionalities and user experiences, drawing on existing literature and theoretical frameworks to provide a comprehensive understanding of the psychological and social impacts of digital interactions. The findings of non-participatory and participatory observations, coupled with users and expert focus group discussions, reveal that different features of the SNS are used to satisfy the five levels of Maslow’s Pyramid. Some new need levels have emerged from the results of this study: 1. Image Creation and Image Sustenance 2. Public Image Actualisation 3. Know Me Syndrome and 4. Being Good Syndrome. This study provides detailed explanations of the role of SNS features in satisfying the basic five needs and the emergent four needs, for the modern socially networked human. The findings offer insights into the design and development of these platforms to enhance user well-being and satisfaction.