Interpersonal needs theory applied in social networks in Romania

There is no doubt technology has changed the way we communicate, leaving its footprint on intrapersonal, interpersonal and group communication: from diaries we got to blogs, from letters we got to emails, from telephones we got to mobiles, from meetings we got to online conferences.

Defined, interpersonal communication takes place between two individuals (called a dyad) and has a number of determinants, among which the most important are age, gender, personality, education, occupation, social class and nationality (Rosengren, 2006). Several theories have tried to explain why people engage in communication with one other. Among these there is the interpersonal needs theory, according to which people engage in interpersonal communication to fulfill needs. Schutz (1958, cited in Sammut, 2010) suggests three such needs:

• Inclusion – the need to establish identity with others;
• Control – the need to exercise leadership and prove one’s abilities (applied in group communication as well);
• Affection – the need to develop relationships with people.

Group communication takes place between more people who establish certain relationships among themselves. This type of communication is also influenced by certain variables, just like in the case of dyads.

With social networks interpersonal and group communications have moved online and the needs behind engaging into “relationships” (virtual ones) are changing.

A study conducted by Daedalus Millward Brown provides an insight on why Romanians use social networks like Twitter, Facebook and Hi5, explaining the needs behind engaging into virtual interpersonal and group communication in case of Romanian people (variable considered: nationality).

The results show Romanians use:

• Twitter for problem-solving, personal development, promoting opinions and ideas;
• Facebook for a sense of belonging, virtual entertainment;
• Hi5 for self-promotion.

I find interesting analyzing these findings and Schutz’s proposals from the perspective of Maslow's hierarchy of needs.


Whereas in Shutz’s view communication needs are more related to the love/belonging level of Maslow pyramid, in case of social networks and online communication needs are more focused on the esteem and self-actualization levels.

Given the fact that in Maslow's hierarchy needs are fulfilled on levels from bottom to top (which means people reaching esteem and self-actualization needs have already satisfied the love-related ones), we can conclude that with social networks people not only fulfill affection needs but go beyond them. Consequently, the highest peak in terms of satisfying personal needs can be reached with Twitter, Facebook and Hi5, at least in case of Romanians.