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Human Scale Development is basically community development and is "focused and based on the satisfaction of fundamental human needs, on the generation of growing levels of self-reliance, and on the construction of organic articulations of people with nature and technology, of global processes with local activity, of the personal with the social, of planning with autonomy and of civil society ...
The existence category is concerned with the need for providing the basic material existence requirements of humans. The relatedness category is concerned with the desire for maintaining important interpersonal relationships. The growth category is concerned with the desire for personal development.
Not all people that satisfy their basic needs automatically become driven by B-needs. In his landmark book, Farther Reaches of Human Nature, [9] Maslow stated that people who are self-actualizing and driven by metamotivation "are dedicated people, devoted to some task 'outside themselves,' some vocation, or duty, or beloved job". Maslow goes on ...
George Moschis and Gilbert A. Churchill Jr posit that mass media, parents, school and peers are all agents of consumer socialization. According to this theory children and young adults learn the rational aspects of consumption from their parents while the mass media teaches them to give social meaning to products; schools teach the importance of economic wisdom and finally peers exercise ...
Human beings have wants and desires which, when unsatisfied, may influence behavior. Differing levels of importance to human life are reflected in a hierarchical structure of needs. Needs at higher levels in the hierarchy are held in abeyance until lower-level needs are at least minimally satisfied.
Air, for example, is a physiological need; a human being requires air more urgently than higher-level needs, such as a sense of social belonging. Physiological needs are critical to "meet the very basic essentials of life". [13] This allows for cravings such as hunger and thirst to be satisfied and not disrupt the regulation of the body.
A second view of need is presented in the work of political economy professor Ian Gough, who has published on the subject of human needs in the context of social assistance provided by the welfare state. [3] Together with medical ethics professor Len Doyal, [4] he published A Theory of Human Need in 1991. [5]
[2] [3] In the RSI model, human beings have an innate need for a sense of order in self—to know who they are, their role in society, and who and what around them is important and meaningful. [1] Social systems construct ideology to satisfy that need, just as the constructed ideology shapes how social system participants interpret their needs. [1]