Purposes and Needs

of Communication
 Maslow’s
Hierarchy of
Needs
 Physiological Needs
-are basic human needs necessary for survival.
These include food, water, air and rest.
People communicate to satisfy these basic
needs, such as when one purchases food or buys
a house.
Political candidates often deliver speeches that
contain promises to satisfy voter’s physiological
needs.
 Safety Needs
-are needs pertaining to physical and emotional
safety.
This involves living in a society with law and
order, free from the fear of threats, danger on
instability.
“Peace of mind” and feel secure from the
dangers of an impending war
Political leaders communicate to avoid conflict,
reach an agreement and maintain peace.
 Social Needs
-are needs that require the sense of belonging
or the feeling of being loved.
People operating on this level strive to acquire
the acceptance and appreciation of others and
have fulfilling relationships with family and
friends.
Communication allows individuals to establish
and maintain relationships.
 Esteem
-refers to the need to be recognized
and respected.
This involves achieving self-esteem
and the esteem of others for
demonstrating excellence in
activities such as those in the fields
of sports, academics or work.
 Self-actualization
-is the highest goal in the ladder and is
the most difficult to achieve.
All the needs mentioned above must
be satisfied before it can be important.
It refers to the ability of fulfilling one’s
desires, growing as an individual and
realizing one’s potential
Packard’s Theory
of Needs
 Emotional Security
-refers to the need to feel safe,
secure or comfortable.
It is as important as physical
safety.
 Reassurance of worth
-is the need to feel important or
valued in society.
People constantly need to be
reminded that they are
contributing something to
society by doing something or
simply being themselves.
 Ego gratification
-refers to the need to be
praised or acknowledged
 Creative outlets
-are requirements for
expressing one’s creativity
 Love objects
-are things that allow an
individual, particularly the
adults or those living alone, to
demonstrate one’s love or
affection.
 Sense of power
-refers to the ability to control
things or other people.
 Roots
-also relates to one’s identity.
People tend to choose products
that they can identify
themselves with such as those
promoting their culture, or
those that have been used by
their own families.
 Immortality
-is the need to somehow defy
aging of death.