1.2 Socialization of human needs

World history is, first of all, the history of the development of human needs and ways of satisfying them, the history of the creation of material means of activity intended for the realization of these needs, and by no means the history of pure thought, self-consciousness, etc. One of the fundamental prerequisites for historical progress, emphasized K. Marx and F. Engels, is that "the first need itself is satisfied, and this generation of new needs is the first historical act."

The animal does not know new needs. The life of even highly organized animals consists in satisfying a genetically predetermined range of needs. Differentiation of individuals of the animal herd according to their physical strength, endurance, speed of reaction. Observation, ability to communicate, etc. does not give rise to new needs. It is a completely different matter - the differentiation of the abilities of people, members of the human community. Here, individual differences lead to the search and selection of new means of activity, which, being fixed in individual and group experience, turn into a new need for a given community of human individuals, which has a significant impact on increasing the viability of the whole society.

At the very starting point, we are talking about the satisfaction of the biological needs of the nascent collective. But the satisfaction of these needs of physical existence with the help of man-made means of satisfaction, that is, in a non-biological way. This is the essence of the first historical act. A qualitatively new type of evolution arises, based on the multiplication of means for satisfying needs and on the transformation of these means into objects of new, proper human needs. Consequently, the ability to expand the range of needs and to generate new ones - crucial moment socialization of needs, their humanization.

At the same time, this process of separating a person from the animal world is also a process of qualitative transformation of the very biological needs of a person, their filling with social content, due to specific features. labor activity of people.

Chapter 2. Interests

The influence of the media on the socialization of the personality of children early age

Socialization is a process necessary for a child to acquire the skills necessary for a full life in society. Unlike other living beings, whose behavior is determined biologically, man, as a biosocial being...

material needs of society

The state of feeling of lack is characteristic of any person. Initially, this state is vague, the cause of such a state is not exactly clear, but at the next stage it is concretized ...

Needs determine the selectivity of perception of the world, fixing a person's attention mainly on those objects that have the ability to satisfy needs. The presence of a need is accompanied by emotions: first ...

Needs and living conditions of people

There are many classifications of needs. Needs are subdivided according to the nature of the activity (defensive, food, sexual, cognitive, communicative, play). Separation due to those goals...

In modern natural science, the term "need" has several meanings. “Need, in the most general sense of the word, is an essential link in the system of relations of any acting subject...

The needs of modern man

There are various classifications of human needs, which are built both according to the dependence of the organism (or personality) on some objects, and according to the needs that it experiences. A. N...

The needs of modern man

The main problems of needs analysis are to establish their composition, hierarchy, boundaries, levels and possibilities of satisfaction. These issues are closely related. Specifically, as will be shown below...

The needs of modern man

The structure of needs can change in the same person during different periods of his life. At the same time, the lower the subjective normal level satisfaction of the needs of existence, the more likely ...

The problem of meeting human needs

The state of feeling of lack is characteristic of any person. Initially, this state is vague, the cause of such a state is not exactly clear, but at the next stage it is concretized ...

An important feature of cultural needs is their duality. This is manifested in the fact that, on the one hand, the cultural need satisfies the personal interests of familiarizing with artistic values ​​...

Maslow's theory

Now let's look at Maslow's hierarchy of needs in more detail: Physiological needs The most basic, most powerful, most indispensable of all human needs are those ...

Introduction1. The concept of needs Classification of needs Analysis of basic human needs 2. Satisfaction and dissatisfaction of personal needs The structure of needs3. Motivation Maslow's theory of motivation4. Formation of social needs as a socio-economic process ConclusionList of used literatureIntroduction Everything living on earth, be it a plant or an animal, fully lives or exists only if certain conditions are met by it or the world around it. Already many centuries ago, during the existence of a skilled person, the consumption frontier began to expand. It also had a physiological character. In the course of evolution, this boundary has gone beyond the purely physiological need. And at present, the need for beautiful clothes, exquisite food, in pursuit of fashion and prestige is relevant, and employment in the labor market depends on them, development of both large and small businesses. The purpose of any human activity is the satisfaction of needs. A person works to provide himself with food, clothing, recreation, entertainment. A person who does not have needs is a dead person. For a long time, evolution can be reduced to several years of human development, and thereby simplify the understanding of the difference between higher and lower needs (secondary and primary). In scientific sources, this difference is defined as a concept for automatic understanding, i.e. two categories are given, the difference in which human brain picks up pretty quickly. What is their difference anyway? What distinguishes these concepts is what distinguishes a person from an animal, that is, the mind. Only primary needs are experienced by a person at birth. From the time of evolution or a few years of socialization of a person and a creature with low level development becomes highly organized. The main sign of this transformation is the appearance at a certain stage of higher needs. The needs of society are a sociological category based on collective habits, that is, what exists in the subconscious, what came from our ancestors, and is so deeply rooted in society. These are interesting needs that depend on the subconscious, not amenable to analysis, considering a specific individual. They must be considered globally, in relation to society. In order to satisfy needs, it is necessary to have benefits. You can define a person's needs as a state of dissatisfaction, or need, which he strives to overcome. This state of dissatisfaction forces a person to make certain efforts, that is, to carry out production activities. 1. The concept of needs In modern natural science, the term "need" has several meanings. "Need - in the most general meaning of this word - is an essential link in the system of relations of any acting subject, it is a certain need of the subject in a certain set of external conditions of his being, a claim to external circumstances arising from his essential properties, nature". In this capacity, the need acts as the cause of activity (in a broader sense, as the cause of any life activity). carrier of needs ( biological organism, a human individual, a community of people (family, clan, tribe, people), a social group or stratum (class, nation, estate, generation). A need is a property of all living things, expressing the initial initial form of its active, selective attitude to environmental conditions. The needs of the body are dynamic, interchangeable, cyclical. The concept of "need" generalizes the needs of people, their aspirations, claims that require constant satisfaction. The needs of the individual and other incentives for her command are formed not only under the influence of her social position but also under the influence of the whole way of life, the spiritual culture of society, the social psychology of various social groups. 1.1 Classification of needs There are various classifications of human needs, which are built both according to the dependence of the organism (or personality) on some objects, and according to the needs that it experiences. A. N. Leontiev in 1956, accordingly, divided the needs into subject and functional. Needs are divided into primary (basic, innate) and secondary (social, acquired) needs. A. Pierron proposed to distinguish 20 types of fundamental physiological and psychophysiological needs that create the basis for any motivated behavior of animals and humans: hedonic, exploratory attention, novelty, search for communication and mutual assistance, competitive urges, etc. In domestic psychology, needs are most often divided into material ( the need for food, clothing, housing), spiritual (the need for knowledge of the environment and oneself, the need for creativity, aesthetic pleasures, etc.) and social (the need for communication, work, social activities, recognition by other people etc.). Material needs are called primary, they underlie human life. These needs were formed in the process of phylogenetic socio-historical development of man and constitute his generic properties. The whole history of people's struggle with nature was, first of all, a struggle for the satisfaction of material needs. Spiritual and social needs reflect the social nature of man, his socialization. It should be noted, however, that material needs are also a product of human socialization. Even the need for food in a person has a socialized appearance: after all, a person does not eat raw food, like animals, but as a result complex process its preparation.P. V. Simonov (1987) believes that human needs can be divided into three groups: vital, social and ideal. In each of these groups, the needs of preservation and development are distinguished, and in the social group, there are also needs “for oneself” (realized by the subject as rights belonging to him) and “for others” (realized as “duties”). The satisfaction of any of these needs is facilitated by the initially independent needs for armament (means, knowledge, skills) and the need to overcome obstacles on the way to the goal, identified by P.V. Simonov with the will. V. Petrovsky (1986) divides needs: by origin - into natural and cultural, by subject (object) - into material and spiritual; natural needs can be material, and cultural - material and spiritual. P.A. Rudik (1967) distinguishes social and personal needs, which is hardly correct: each need is personal. Another thing is what goals (social or personal) correspond to the satisfaction of a person's needs. But this will already characterize the motive, and not the need. In V. A. Krutetsky (1980), needs are divided into natural and spiritual, social needs. Foreign psychologists do not so much classify needs as they list them. Murray (N. Murrey, 1938) identifies the following psychogenic needs: aggression, affiliation, dominance, achievement, protection, play, avoidance of harm, avoidance of failure, avoidance of accusations, independence, rejection, understanding, knowledge, help, patronage, understanding, order , drawing attention to oneself, recognition, acquisition, opposition, clarification (training), sex, creation, preservation (thrift), respect, humiliation.E. Fromm (1998) believes that a person has the following social needs: in human connections (attributing oneself to a group, feeling "we", avoiding loneliness); in self-affirmation (the need to ascertain one's own significance in order to avoid feelings of inferiority, infringement); in affection (warm feelings for a living being and the need for reciprocal ones - otherwise apathy and disgust for life); in self-consciousness (consciousness of oneself as a unique individuality); in the orientation system and the object of worship (involvement in culture and ideology, partiality towards ideal objects). Psychologists also talk about the need for preservation and development, deficit (growth); about the need to be different from others, the only one, irreplaceable (i.e. e about the need associated with the formation and preservation of one's own "I"); about the need for avoidance; about the need for new experiences; about primary and basic needs, on the one hand, and about secondary needs, on the other. information, in glory and in justice.B.F. Lomov identifies human needs for matter, energy and information, G. Allport (1953) and A. Maslow (1998) - "needs of need" and "needs of growth", E. Fromm (1998) - the need for connections with people, knowledge, the need to identify oneself with a class, nation, religion, fashion, etc. There are also needs that are considered fundamentally not derived from biological needs for food, sex, etc.: the need for communication, the need for self-purpose actions, such as games and the need for absolute truth. Perhaps only A. Maslow gave a coherent classification and system of needs, highlighting their groups: physiological needs, needs for security, social connections, self-esteem, self-actualization. It is obvious that the proposed classifications and divisions of needs into groups do not reflect their diversity. Unmet need causes failure in the functioning of the subject, and even threatens its existence. As such, both an individual and a social community, an organization can act. An unsatisfied need manifests itself in one form or another. For example, unsatisfied need for food - in the form of a feeling of hunger, for water - in a feeling of thirst, for vitamins - in vitamin deficiency, for communication - in a feeling of boredom, melancholy, etc. People notice indicators of needs when they are not being met. So, we may not be aware of the need for air until we are blocked from supplying oxygen to Airways. An unsatisfied need leads to its realization. A conscious need is the subject's idea of ​​what he needs for existence and development. The idea can approach the objective need (want to eat - understood: you need to eat), or it can be very far from it. An unsatisfied physiological need is manifested in sensations that act as a stimulus for action only after decoding. For example, a stomach ache. What happened? A person decodes his sensations based on his ideas about medicine, personal experience, which is closely related to the level medical culture of this country. Therefore, conscious needs are often very far from objective ones or directly opposite to them. Many needs manifest themselves in such forms that require qualification for their decoding (for example, the need for vitamins is realized only with a certain medical erudition). The needs of an individual are objectively necessary conditions for human existence. Being a natural-social being, a person has two groups of needs: some are generated by his physiology and psychology, others are designed by society. Often these two groups of needs are intertwined. For example, there is a natural need for water, but society has formed in people a feeling of disgust in relation to everything unclean, so there is a synthetic conscious need not for water in general, but for pure water. The absence of the latter causes the same suffering as the absence of water in general. Thus, the awareness of a natural need is by its nature a social construct that does not bear the imprint of the culture of a given society. Status needs are objectively necessary conditions for maintaining and developing a status position. Thus, the status position of a teacher includes such objectively necessary conditions for its preservation (needs), as the existence of a university, its financing in volumes that allow supporting the educational process and paying salaries, etc. Status needs underlie many areas of consumer activity of people. Conscious status needs are fixed in such judgments: “It is indecent to go there in this suit”, “This car does not correspond to my position”, etc. A person’s work is often one of the powerful factors in the formation of status needs. Thus, many activities require the processing of a large amount of information, which gives rise to the need for means of collecting and analyzing it, among which the personal computer now occupies a key place. The need for it is generated not by an individual, but by his workplace, for the maintenance of which a computer is needed. Another source of status needs is the subculture of the environment to which the individual belongs. If in this environment many people have computers, use them, work or play on them, talk about them, then owning a computer turns into a more or less rigid condition for belonging to it. So, if an individual got into the environment of hackers, computer fans, then he will not be able to join it without a computer. Here, the status need is intertwined with the psychological need to belong to a group. Thus, having considered the view of human needs by a number of psychologists, it is clear that there is still no single classification of needs and that each author puts different approaches into the division. 1.2 Analysis of the mainhuman needs The main problems of needs analysis are to establish their composition, hierarchy, boundaries, levels and possibilities of satisfaction. These issues are closely related. In particular, as will be shown below, the hierarchy of needs is largely determined by the levels of their satisfaction. As A. Marshall wrote, "the needs and desires of a person are innumerable." A hundred years later, a compatriot of the great economist, an authoritative psychologist M. Argyle, notes about the same thing: “We still do not know the complete list of human needs.” The largest number of publications is devoted to the classification of needs. At least since the time of Aristotle, their division into corporeal and spiritual has been known. Marshall refers to the classifications of Bentham, Benfield, Jevons, McCulloch, Hermann and other authors. At present, the classification proposed by the American psychologist A. Maslow is considered the main one. He identifies five groups of needs: physiological, security, belonging (to the team, society), recognition and self-realization (self-expression). These groups form a hierarchical structure, i.e. it is assumed that the needs are satisfied sequentially in the order in which they are listed. Such a scheme is usually depicted as a pyramid or a ladder of needs. In the classification of K. Alderfer, three groups of needs are distinguished: existence, connection and growth. The needs of existence correspond to the first two groups of needs of Maslow, the needs of communication - to the third and fourth groups; growth needs - the fifth group. This scheme, like Maslow's scheme, has a hierarchical structure.D. McClelland emphasizes the need for achievement, participation, and power. These needs do not have a hierarchical structure, they interact depending on the individual psychology of a person. One of the most famous is the two-factor theory of needs by F. Herzberg. According to this theory, all factors that determine human behavior in an enterprise can be divided into two groups, hygienic and motivating. Herzberg proposed to include sanitary and hygienic working conditions, ensuring physiological needs, as well as the needs for security and confidence in the future, among the first ones. Motivating factors are correlated with the needs of self-expression and development. Considerable attention is paid to the analysis of needs in the domestic literature on psychology and sociology. In particular, V. I. Tarasenko considered two groups of needs: existence and development; VG Podmarkov - three groups: provision, vocation and prestige. In textbooks on general economic theory, it is customary to divide needs into primary (in food, clothing, housing, procreation) and secondary (in communication, knowledge, development). The conditionality of such a grouping is usually noted even for individual person in various periods of his life. In the classification of needs, as in any other classification, the requirement of completeness must first of all be observed. This means that each element of the analyzed set must be assigned to one group or another. In the problem under consideration, the fulfillment of this condition is difficult because it is almost impossible to establish a complete list of human needs. In many classifications, including the most well-known ones, the requirement of completeness is not met. So, in the schemes of Maslow, Alderfer and McClelland there are no groups to which the needs for freedom, faith, spiritual improvement, etc. could be attributed. An important aspect of the analysis of needs is their hierarchy. The condition for the emergence of intellectual and spiritual needs is the functioning of physiological systems human body . However, many authors absolutize this dependence. Sometimes Maslow's scheme is presented as if the needs for creativity and self-realization can only appear after all other needs have been completely satisfied. For example, one of the most famous service specialists F. Kotler illustrates Maslow's pyramid with the following reasoning: US resident Betty Smith, who decided to buy an expensive camera: “What light does Maslow's theory shed on Betty Smith's interest in acquiring a camera? One can guess that Betty has already satisfied her physiological needs, self-preservation needs and social needs that do not motivate her interest in cameras. And interest in the camera may stem either from a strong need for respect from others, or from a need for self-assertion. Betty wants to realize her creative potential and express herself through photography. "From this quote and other descriptions of Mrs. Betty Smith's consumer behavior, which F. Kotler sets out on several pages of his book, it follows that the named lady for complete happiness at the top of Maslow's pyramid does not only a Nikon camera is enough. Although there is undoubtedly some consistency in meeting needs, it cannot be considered the same for all people. There are known facts when the need for creativity and spiritual improvement became dominant not after satisfaction of all other needs (physiological, belonging, recognition, etc.), but, in fact, on the verge of survival, when the basic needs for food were not yet satisfied, housing and security. The strength of the need for creativity can be judged from the biographies of prominent scientists and artists. Many of them, like P. Gauguin, for the sake of being able to create, refused a prosperous existence. Archimedes and Dmitri Shostakovich created great works in besieged cities. The twenty-year-old Evariste Galois developed the foundations of modern algebra in a prison cell; on the eve of the duel, which ended tragically for him, he wrote a mathematical article. Experience shows that the hierarchy of needs is predominantly individual or group. The only thing that can be considered common is that the satisfaction of the needs of existence at a certain basic level is a necessary condition for the formation of all other needs. Therefore, when classifying needs, not only their types, but also the levels of satisfaction should be taken into account. Thus, the classification schemes known to us do not take into account: 1) the entire range of human needs; 2) individual differences in composition, hierarchy and importance of needs; 3) levels of satisfaction of needs; 4) the dependence of needs on the values ​​and goals of human life. 2 . Satisfactionand dissatisfactionsheep needs Needs should be divided into two types: the needs of existence and the needs of achieving life goals. The needs of existence usually include physiological and security. We believe that the needs of belonging should also be included in this category. This is determined by the fact that a person cannot exist for any long time outside of any group (in particular, the family). The following main levels of satisfaction of the needs of existence can be distinguished: 1) minimum, 2) basic, 3) level of luxury. Minimum level satisfaction of the needs of existence ensures human survival. The basic (normal) level provides the possibility of significant intellectual and spiritual needs. This level can be defined both subjectively and objectively. In the first case, the criterion for achieving the baseline is the time that a person is occupied with thoughts about satisfying the needs for food, clothing, housing and security. It is advisable to proceed from the fact that this time should not exceed half the time of wakefulness. An objective assessment of the baseline can be the consumer budget, which experts consider necessary for various kinds activities. In particular, the work of miners is one of the most intensive and dangerous. Therefore, the cost of food and rest for miners is objectively higher than for office staff. It is proposed to consider the level of luxury such that the satisfaction of the needs of subsistence above the basic level becomes an end in itself and / or a means of demonstrating a high social position. At the level of luxury, one "lives to eat, not eats to live." A characteristic of the corresponding lifestyle is found in the works of A. Marshall, T. Veblen and many other authors. Thus, Marshall has the following statements: “Laws against luxury turned out to be futile, but it would be a huge achievement if the morale of society could induce people to avoid all kinds of boasting of individual wealth. “... The world would be much more perfect if everyone bought smaller and simpler things, tried to choose them in terms of their true beauty; ... considering the impact on the general welfare of the way in which each individual spends his income, is one of the most important tasks of service to the way of life of people. ”The above levels, of course, do not exhaust all stages of satisfaction of subsistence needs. As an illustration, we can cite data on the "rise" of needs in Germany after the Second World War. With German distinctness, German economists write about three big waves of needs during the first 5-6 years of economic recovery: "der sogenannten" Fress-Welle "(the so-called" wave of gluttony"), "der Kleidungs-welle" ( "clothes wave"), "der Wohnungswelle" ("apartment wave"). After that, the needs for luxury (die Luxusbediirfnisse) began to develop. For most people, the level of satisfaction of physiological needs significantly affects the structure of intellectual, social and spiritual needs. However, it has been known since ancient times that less people focused on material wealth, the more freedom he has from life circumstances and the powers that be. All the great philosophers and religious figures - those who are usually called the Teachers of mankind - called for a reasonable limitation of physiological needs. Numerous statements on this subject are given by A. Schopenhauer. For example: “... Socrates, at the sight of luxury items put up for sale, exclaimed: “How many things exist that I don’t need.” Thus, after reaching a basic level of satisfying the needs of existence, the needs for achieving life goals are formed, which, it is advisable to differentiate into four groups: 1) material benefits for the individual and the family; 2) power and fame; 3) knowledge and creativity; 4) spiritual improvement. Depending on individual inclinations, abilities and claims, some people, after reaching a basic level of satisfaction of the needs of existence, will to dominate the desire to maximize the consumption of material goods; for others, to power and glory; the third - to knowledge and creativity; the fourth - to spiritual improvement. On the first pages of books on the basics of service, it is usually postulated that such boundaries do not exist. For example, the introduction of one of the most respected US textbooks on service notes: “The main problem in service science that confronts any society is the conflict between the virtually unlimited human needs for goods and services and the limited resources that can be used to meet these needs. »Undoubtedly, the spiritual needs of a person, his desire for knowledge, development and application of his abilities have no boundaries. As for material needs, their limitlessness cannot be considered obvious. In the world of things, the desires of a rational person with the richest imagination are quite specific. Sometimes the limitlessness of needs is deduced from technological progress. But, by creating new goods and services, it ultimately translates into an increase in per capita consumption of energy and other natural resources. Their number is limited and constantly decreasing. It is known that the reserves of oil and many other minerals remain only for a few decades. This fact is increasingly recognized by the educated part of the population and cannot but influence the formation of its needs. In order to prove the need for rational use of limited resources, it is absolutely not necessary to proceed from the axiom of the boundlessness of human needs. It is known that the less the requirements of the axioms, the stronger the building of the theory. Therefore, as a postulate defining the tasks of service science, it is quite sufficient to state that the needs of people are more than the possibilities of satisfying them. 2.1 Structure of needs The structure of needs can change in the same person during different periods of his life. At the same time, the lower the subjectively normal level of satisfaction of the needs of existence, the more likely it is that after its achievement, intellectual and spiritual needs will dominate. The main differences in the proposed structure of needs are as follows: needs are divided into two types: existence and achievement of life goals; the first type includes needs: physiological, safety, belonging; to the second - the need for material wealth, power and fame, knowledge and creativity, spiritual improvement; three levels of satisfaction of the needs of existence are distinguished: the minimum, basic, level of luxury; the needs for achieving life goals are formed after reaching the basic level of satisfaction of the needs of existence; basic levels of satisfaction the needs of existence can have significant individual differences. 3. Motivation A motive (or drive) is a need that has become so urgent that it forces a person to look for ways and means to satisfy it. The most popular of them - the theory of Sigmund Freud and the theory of Abraham Maslow - suggest completely different conclusions for consumer and service research activities. Freud believed that people are basically unaware of the real psychological forces that shape their behavior, that a person grows while suppressing many drives in himself. These drives never completely disappear and are never completely controlled. They manifest themselves in dreams, slips of the tongue, neurotic behavior, obsessions, and so on. Thus, a person is not fully aware of the origins of his own motivation. 3.1 Maslow's theory of motivation Abraham Maslow tried to explain why people are driven by different needs at different times. The scientist believes that human needs are arranged in order of hierarchical importance from the most to the least urgent. The hierarchy developed by Maslow is shown in fig. 1. In order of importance, the needs are arranged in the following order: - physiological needs; - self-preservation needs; - social needs; - respect needs; - self-affirmation needs. A person seeks first of all to satisfy the most important needs. As soon as he manages to satisfy some important need, it ceases to be a driving motive for a while. At the same time, there is an incentive to satisfy the next most important need. Perception. A motivated person is ready for action. The nature of his action depends on how he perceives the situation. Two different people, being equally motivated, in the same objective situation can act differently, because they perceive this situation differently. Selective perception. Faced with a huge number of stimuli, a person is not able to respond to everything. He eliminates most of them, and the following stimuli are noticed: - related to current needs; - which are expected; - which differ sharply in some of their values ​​from the usual ones. Selective distortion. The irritants noticed by the consumer are not necessarily perceived by him in the way that the sender intended. Each person seeks to fit the incoming information into the framework of his existing opinions. By selective distortion they mean the tendency of people to transform information, giving it personal significance. Selective memorization. A person tends to remember information that supports his attitudes and beliefs. Assimilation. A person assimilates knowledge in the process of activity. Assimilation is certain changes that occur in the behavior of an individual under the influence of experience accumulated by him. Beliefs and attitudes. Through action and assimilation, a person acquires beliefs and attitudes. And they, in turn, affect his purchasing behavior. Beliefs are a mental characteristic of an individual of something. Beliefs can be based on real knowledge, opinions, or simply faith. Manufacturers are naturally interested in people's beliefs about particular products. From these beliefs, images of goods and brands are formed. Attitude. Almost everything - politics, clothes, music, food, etc. - a person has his own attitude. Attitude - a stable favorable assessment by an individual of an object or idea, developed on the basis of existing knowledge, feelings towards them and the direction of possible actions.4. Formation of social needs as a socio-economic process A new conceptual approach to the study of social needs as a complex multi-level system covering the needs of society allows us to consider the formation of social needs as: - a reproductive process; - an information process; - a social process. The presence of three components of a single process of formation of social needs characterizes it as the most important basis for reproduction and evolution of economic systems. All three components of the process of formation of social needs are interconnected. Thus, any reproduction process involves the accumulation and accounting of information about the object of reproduction, in this case, about the economy as a whole. Information, in turn, is a prerequisite for any economic process, while the volume of information available to business entities may be different. The mechanisms for obtaining the necessary economic information by subjects depend on many factors, among which the most important are the relationship between production and consumption, the type of organization of the economy, and the characteristics of the economic environment. Since the process of forming a system of social needs is aimed at the results of social reproduction, taken in the broad sense of the word, i.e. including the formation of value orientations of the society and the individual in it, then, therefore, the formation of social needs is a social process. As a political and economic category, social needs can be considered in the broad and narrow sense of the word. - about the reproduction and development of one specific economic system. At the same time, social needs always reflect the macroeconomic ties that are developing in the economy (farms) under study, and represent information flows that characterize the relationship between production and consumption, the type of reproduction process. The formation of social needs is a multi-level reproduction and information process. It can be studied in the following aspects: 1) general evolutionary - as the evolution of systems of social needs that function in various types economy, as well as the evolution of individual subsystems of an integral system of social needs; 2) concrete historical - as a reproduction of the system of social needs and its subsystems within a certain economic system; 3) futurological - as the identification of trends in the formation of a system of social needs of a qualitatively new economic system, not yet existing as an integral system, i.e. in this case, the subject of research is the needs of social development. We emphasize that the formation of social needs can be considered both in relation to each of the subsystems of social needs, and in relation to an integral system of social needs. In addition, the process of forming social needs takes place at various levels of management and, accordingly, involves its study at the micro level, regional level, macro level of the economy, and also, which is especially important in modern conditions, at the global level. It should be noted that consideration of the process of formation of social needs is also possible from the point of view of the mechanism for the realization of needs, in this case, the focus of the study shifts to the problems of types of macroregulators of social needs and subjects of macroregulation of social needs. Unlike needs in general, social needs are the needs of society, mediated by macroeconomic relations, and, accordingly, the process of their formation is based on the following macroeconomic relations: 1) production relations, reflecting the processes of integration, unification, diversification, etc.; 2) reproductive relations, characterizing the type of reproduction, the main proportions of social reproduction; 3) financial relations, showing directions and priorities of financial flows; 4) organizational ties that ensure the manageability of a given economic system at various levels; 5) information ties that involve a developed network for collecting and processing economic information formation, as well as the availability of channels for its transmission. The multidimensionality and multilevel nature of the process of forming social needs is well illustrated by the previously used scheme for the evolution of economic systems. Based on it, we will reveal the content of the process of formation of social needs as a complex evolutionary and socio-economic process. The formation of social needs can be considered: 1) as an evolutionary process involving the replacement of some systems of social needs by others; economic system; 3) as a process of qualitative change in all subsystems of social needs in the transition to a qualitatively different economic system; 4) as a process of establishing a new system of social needs during the transition period from one economic system to another; 5) as a process of identifying new trends in the economic life and, accordingly, the needs of social development. The formation of social needs as an evolutionary process has as its starting point the need for labor and the need for means of production, which are interconnected in the history of the formation of economic systems and together laid the foundation for proper human needs, as primarily the needs of economic entities. In turn, the formation of the needs of economic entities led to the formation of the needs of the economy, combining the needs in the results of the process of social reproduction, structure-forming needs and part of the needs of social development. With the complication of the economic systems themselves, the socio-cultural needs of society are increasingly developing as part of social needs, generated by the needs of the economy and the level of material and technical base immanent to it to satisfy them. With the advent of private property, the emergence of economic needs is associated, which at a certain stage in the development of economic systems begin to play a dominant role in the economic and public life, they reach their heyday as a system under the dominance of economic civilization. Further, the evolution of social needs leads to the emergence of financial needs as a specific form of economic needs. The development needs of the currently dominant world economic economy are manifested in its contradictions and, based on them, the contours of future economic systems begin to emerge. Modern contradictory trends in the development of the economic world in the most general terms are reduced to two main trends: globalization and socialization. The first trend is based on the needs of social development, leading to the establishment and establishment of the dominance of the financial economy in economic life, or, as it is also called, finanism. The second trend, also reflected in the scientific literature, is based on the evolution of regularity relations in the modern world. Conclusion From this work, the following conclusions can be drawn: 1. A need is always a need for something, for objects or conditions necessary to maintain life. Correlating a need with its object turns the state of need into a need, and its object into an object of this need, and thereby gives rise to activity, orientation as a mental expression of this need. The concept of need is used in three meanings: -object); b) the state of the psyche, reflecting the lack of something (need-state); c) the fundamental properties of the personality, defining its attitude to the world (need-property). Needs can also be divided into biological, social and ideal. The classification of needs is very diverse. Many economists have attempted to sort out the diversity of people's needs. So, A. Marshall, referring to the German economist Hermann, notes that needs can be divided into absolute and relative, higher and lower, urgent and can be postponed, direct and indirect, present and future, etc.: 1. The need for material goods necessary to sustain life.2. The needs of the global association of people.2. The sphere of service is a set of branches of the production and non-production spheres, united by the commonality of the function performed - the direct satisfaction of the needs of the population in services. Bibliography 1. Vikhansky O.S. Management: person, strategy, organization, process. - M., 1996.2. Golovin S. The evolution of the myth "How a man became a monkey." M., 1999.3. Zdravomyslov A.G. Needs. Interests. Values. M., 19864. Motivation of human behavior in the sphere of work. M., 19905. Kushlin V.I. Economic theory - M.: Institute of Economics RAS. 20046. Marchenko T. A. «Need as a social phenomenon». Moscow, 2000

7. Solovyov B. A. “Needs. Market. Demand". Moscow, 2002

8. Harvey D. Modern economic theories. Publishing house Dashkov and K., 2000

9. Chepurin "Fundamentals of economic theory". 4th edition. Moscow, 1999

10. Used sites: Wikipedia.ru, profcomdiplom.ru.

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Introduction

1. The concept of needs

Classification of needs

Analysis of basic human needs

2. Satisfaction and dissatisfaction of personal needs

Structure of needs

3. Motivation

Maslow's theory of motivation

4. Formation of social needs as a socio-economic process

Conclusion

Bibliography

Introduction

Everything living on earth, be it a plant or an animal, fully lives or exists only if it or the world around it observes certain conditions.

Already many centuries ago, during the existence of a skilled man, the border of consumption began to expand. It also had a physiological character. In the course of evolution, this boundary has gone beyond the purely physiological need. And at present, the need for beautiful clothes, exquisite food, in pursuit of fashion and prestige is relevant, and employment in the labor market, the development of both large and small businesses depend on them.

The goal of any human activity is the satisfaction of needs. A person works to provide himself with food, clothing, recreation, entertainment. A person without needs is a dead person.

For a long time, evolution can be reduced to several years of human development, and thereby simplify the understanding of the difference between higher and lower needs (secondary and primary). In scientific sources, this difference is defined as a concept for automatic understanding, that is, two categories are given, the difference in which the human brain catches quite quickly. What is their difference anyway? What distinguishes these concepts is what distinguishes a person from an animal, that is, the mind. Only primary needs are experienced by a person at birth. From the time of evolution or a few years of socialization, a person and a creature with a low level of development turns into a highly organized one. The main sign of this transformation is the appearance at a certain stage of higher needs.

The needs of society is a sociological category based on collective habits, that is, what exists in the subconscious, what came from our ancestors, and took root in society so strongly. These are interesting needs that depend on the subconscious, not amenable to analysis, considering a specific individual. They must be considered globally, relative to society.

In order to satisfy needs, it is necessary to have goods. You can define a person's needs as a state of dissatisfaction, or need, which he strives to overcome. This state of dissatisfaction forces a person to make certain efforts, that is, to carry out production activities.

1. The concept of needs

In modern natural science, the term "need" has several meanings.

"Need - in the most general sense of the word - is an essential link in the system of relations of any acting subject, it is a certain need of the subject in a certain set of external conditions of his being, a claim to external circumstances, arising from his essential properties, nature" . In this capacity, the need acts as the cause of activity (more broadly, as the cause of all life activity).

A more detailed meaning is associated with the concretization of ideas about the subject of activity, i.e. carrier of needs (biological organism, human individual, community of people (family, clan, tribe, people), social group or layer (class, nation, estate, generation).

The need is a property of all living things, expressing the original initial form of its active, selective attitude to the conditions of the external environment. The needs of the body are dynamic, interchangeable, cyclical.

The concept of "need" generalizes the needs of people, their aspirations, claims that require constant satisfaction. The needs of the individual and other incentives for her command are formed not only under the influence of her social position, but also under the influence of the whole way of life, the spiritual culture of society, the social psychology of various social groups.

1.1 Classification of needs

There are various classifications of human needs, which are built both according to the dependence of the organism (or personality) on some objects, and according to the needs that it experiences. A. N. Leontiev in 1956 accordingly divided needs into substantive and functional ones.

Needs are divided into primary (basic, innate) and secondary (social, acquired) needs. A. Pieron proposed to distinguish 20 types of fundamental physiological and psychophysiological needs that create the basis for any motivated behavior of animals and humans: hedonic, exploratory attention, novelty, search for communication and mutual assistance, competitive urges, etc.

In domestic psychology, needs are most often divided into material (the need for food, clothing, housing), spiritual (the need for knowledge of the environment and oneself, the need for creativity, aesthetic pleasures, etc.) and social (the need for communication, labor, social activities, recognition by other people, etc.).

Material needs are called primary, they are the basis of human life. These needs were formed in the process of phylogenetic socio-historical development of man and constitute his generic properties. The whole history of the struggle of people with nature was, first of all, a struggle for the satisfaction of material needs.

Spiritual and social needs reflect the social nature of a person, his socialization. It should be noted, however, that material needs are also a product of human socialization. Even the need for food in humans has a socialized appearance: after all, a person does not eat raw food, like animals, but as a result of a complex process of its preparation.

PV Simonov (1987) believes that human needs can be divided into three groups: vital, social and ideal. In each of these groups, the needs of preservation and development are distinguished, and in the social group, there are also needs “for oneself” (realized by the subject as rights belonging to him) and “for others” (realized as “duties”). The satisfaction of any of these needs is facilitated by the initially independent needs for armament (means, knowledge, skills) and the need to overcome obstacles on the way to the goal, identified by P. V. Simonov with the will.

AV Petrovsky (1986) divides needs: by origin - into natural and cultural, by subject (object) - into material and spiritual; natural needs can be material, and cultural - material and spiritual.

P.A. Rudik (1967) distinguishes social and personal needs, which is hardly correct: each need is personal. Another thing is what goals (social or personal) correspond to the satisfaction of a person's needs. But this will already characterize the motive, not the need.

In V. A. Krutetsky (1980), needs are divided into natural and spiritual, social needs.

Foreign psychologists do not so much classify needs as they list them.

G. Murray (N. Murrey, 1938) identifies the following psychogenic needs: aggression, affiliation, dominance, achievement, protection, play, avoidance of harm, avoidance of failure, avoidance of accusations, independence, rejection, comprehension, knowledge, help, patronage, understanding , order, drawing attention to oneself, recognition, acquisition, opposition, clarification (training), sex, creation, preservation (thrift), respect, humiliation.

E. Fromm (1998) believes that a person has the following social needs: in human relationships (attributing oneself to a group, feeling "we", avoiding loneliness); in self-affirmation (the need to ascertain one's own significance in order to avoid feelings of inferiority, infringement); in affection (warm feelings for a living being and the need for reciprocal ones - otherwise apathy and disgust for life); in self-consciousness (consciousness of oneself as a unique individuality); in the orientation system and the object of worship (involvement in culture and ideology, partiality towards ideal objects).

Psychologists also talk about the need for conservation and development, deficit (growth); about the need to be different from others, the only one, irreplaceable (that is, about the need associated with the formation and preservation of one's own "I"); about the need for avoidance; about the need for new experiences; about primary and basic needs, on the one hand, and about secondary needs, on the other.

There is also a group of neurotic needs, the dissatisfaction of which can lead to neurotic disorders: in sympathy and approval, in power and prestige, in possession and dependence, in information, in glory and in justice.

B.F. Lomov identifies human needs for matter, energy and information, G. Allport (1953) and A. Maslow (1998) - "needs of need" and "needs of growth", E. Fromm (1998) - the need for connections with people, knowledge, the need to identify oneself with a class, nation, religion, fashion, etc. There are also needs that are considered fundamentally not derived from biological needs for food, sex, etc.: the need for communication, the need for self-purpose actions, such as games and the need for absolute truth. Perhaps only A. Maslow gave a coherent classification and system of needs, highlighting their groups: physiological needs, needs for security, social connections, self-esteem, self-actualization.

Obviously, the proposed classifications and division of needs into groups do not reflect their diversity.

An unsatisfied need causes a malfunction in the functioning of the subject, and even threatens his existence. As such, both an individual and a social community, an organization can act.

Unmet need manifests itself in one form or another. For example, unsatisfied need for food - in the form of a feeling of hunger, for water - in a feeling of thirst, for vitamins - in vitamin deficiency, for communication - in a feeling of boredom, melancholy, etc. People notice indicators of needs when they are not being met. So, we may not be aware of the need for air until we block the supply of oxygen to the respiratory tract. An unsatisfied need leads to its realization.

A conscious need is a subject's idea of ​​what he needs for existence and development. The idea can approach the objective need (want to eat - understood: you need to eat), or it can be very far from it. An unsatisfied physiological need is manifested in sensations that act as a stimulus for action only after decoding. For example, a stomach ache. What happened? A person decodes his feelings based on his ideas about medicine, personal experience, which is closely related to the level of medical culture of a given country. Therefore, conscious needs are often very far from objective ones or directly opposite to them. Many needs manifest themselves in forms that require skill to decode them (for example, the need for vitamins is realized only with a certain medical erudition).

The needs of the individual are objectively necessary conditions for the existence of a person. Being a natural-social being, a person has two groups of needs: some are generated by his physiology and psychology, others are designed by society. Often these two groups of needs are intertwined. For example, there is a natural need for water, but society has formed in people a feeling of disgust in relation to everything unclean, so there is a synthetic conscious need not for water in general, but for pure water. The absence of the latter causes the same suffering as the absence of water in general. Thus, the awareness of natural need is by its nature a social construction that does not bear the imprint of the culture of a given society.

Status needs are objectively necessary conditions for maintaining and developing a status position. Thus, the status position of a teacher includes such objectively necessary conditions for its preservation (needs), as the existence of a university, its financing in volumes that allow supporting the educational process and paying salaries, etc. Status needs underlie many areas of consumer activity of people. Conscious status needs are fixed in such judgments: “It is indecent to go there in this suit”, “This car does not correspond to my position”, etc.

The work of a person is often one of the powerful factors in the formation of status needs. Thus, many activities require the processing of a large amount of information, which gives rise to the need for means of collecting and analyzing it, among which the personal computer now occupies a key place. The need for it is generated not by an individual, but by his workplace, for the maintenance of which a computer is needed. Another source of status needs is the subculture of the environment to which the individual belongs. If in this environment many people have computers, use them, work or play on them, talk about them, then owning a computer turns into a more or less rigid condition for belonging to it. So, if an individual got into the environment of hackers, computer fans, then he will not be able to join it without a computer. Here the status need is intertwined with the psychological need to belong to a group.

Thus, having considered the view of human needs by a number of psychologists, it is clear that there is still no single classification of needs and that each author puts different approaches at the basis of the division.

1.2 Analysis of the mainhuman needs

The main problems of needs analysis are to establish their composition, hierarchy, boundaries, levels and possibilities of satisfaction. These issues are closely related. In particular, as will be shown below, the hierarchy of needs is largely determined by the levels of their satisfaction.

As A. Marshall wrote, "the needs and desires of a person are innumerable." A hundred years later, the authoritative psychologist M. Argyle, a compatriot of the great economist, notes approximately the same thing: “We still do not know the complete list of human needs.”

The largest number of publications is devoted to the classification of needs. At least since the time of Aristotle, their division into corporeal and spiritual has been known. Marshall refers to the classifications of Bentham, Benfield, Jevons, McCulloch, Hermann and other authors.

Currently, the classification proposed by the American psychologist A. Maslow is considered the main one. He identifies five groups of needs: physiological, security, belonging (to the team, society), recognition and self-realization (self-expression). These groups form a hierarchical structure, i.e. it is assumed that the needs are satisfied sequentially in the order in which they are listed. Such a scheme is usually depicted as a pyramid or ladder of needs.

In the classification of K. Alderfer, three groups of needs are distinguished: existence, connection and growth. The needs of existence correspond to the first two groups of needs of Maslow, the needs of communication - to the third and fourth groups; growth needs - the fifth group. This scheme, like Maslow's scheme, has a hierarchical structure.

D. McClelland highlights the need for achievement, participation and power. These needs do not have a hierarchical structure; they interact depending on the individual psychology of a person.

One of the most famous is the two-factor theory of needs by F. Herzberg. According to this theory, all factors that determine human behavior in an enterprise can be divided into two groups, hygienic and motivating. Herzberg proposed to include sanitary and hygienic working conditions, ensuring physiological needs, as well as the needs for security and confidence in the future, among the first ones. Motivating factors are correlated with the needs of self-expression and development.

Considerable attention is paid to the analysis of needs in the domestic literature on psychology and sociology. In particular, V. I. Tarasenko considered two groups of needs: existence and development; VG Podmarkov - three groups: provision, vocation and prestige.

In textbooks on general economic theory, it is customary to divide needs into primary (in food, clothing, housing, procreation) and secondary (in communication, knowledge, development). Conventionality of such a grouping is usually noted even for an individual person at various periods of his life.

In the classification of needs, as in any other classification, the requirement of completeness must be observed first of all. This means that each element of the analyzed set must be assigned to one group or another. In the problem under consideration, the fulfillment of this condition is complicated by the fact that it is almost impossible to establish a complete list of human needs.

In many classifications, including the most well-known ones, the requirement of completeness is not met. So, in the schemes of Maslow, Alderfer and McClelland there are no groups to which the needs for freedom, faith, spiritual improvement, etc. could be attributed.

An important aspect of needs analysis is their hierarchy. The condition for the emergence of intellectual and spiritual needs is the functioning of the physiological systems of the human body. However, many authors absolutize this dependence. Sometimes Maslow's scheme is presented as if the needs for creativity and self-realization can only appear after all other needs have been completely satisfied. For example, one of the most famous service specialists F. Kotler illustrates Maslow's pyramid with the following reasoning: US resident Betty Smith, who decided to buy an expensive camera: “What light does Maslow's theory shed on Betty Smith's interest in acquiring a camera? One can guess that Betty has already satisfied her physiological needs, self-preservation needs and social needs that do not motivate her interest in cameras. And interest in the camera may stem either from a strong need for respect from others, or from a need for self-assertion. Betty wants to realize her creative potential and express herself through photography.”

From this quote and other descriptions of the consumer behavior of Mrs. Betty Smith, which F. Kotler sets out on several pages of his book, it follows that the named lady needs only a Nikon camera to be completely happy at the top of the Maslow pyramid.

Although some consistency in the satisfaction of needs undoubtedly exists, it cannot be considered the same for all people. There are known facts when the need for creativity and spiritual improvement became dominant not after satisfaction of all other needs (physiological, belonging, recognition, etc.), but, in fact, on the verge of survival, when the basic needs for food were not yet satisfied, housing and security.

The strength of the need for creativity can be judged by the biographies of prominent scientists and artists. Many of them, like P. Gauguin, for the sake of being able to create, refused a prosperous existence. Archimedes and Dmitri Shostakovich created great works in besieged cities. The twenty-year-old Evariste Galois developed the foundations of modern algebra in a prison cell; on the eve of the duel, which ended tragically for him, he wrote a mathematical article.

Experience shows that the hierarchy of needs is predominantly individual or group. The only thing that can be considered common is that the satisfaction of the needs of existence at a certain basic level is a necessary condition for the formation of all other needs. Therefore, when classifying needs, not only their types, but also the levels of satisfaction should be taken into account.

Thus, the classification schemes known to us do not take into account: 1) the entire range of human needs; 2) individual differences in composition, hierarchy and importance of needs; 3) levels of satisfaction of needs; 4) the dependence of needs on the values ​​and goals of human life.

2 . Satisfactionand dissatisfactionsheep needs

Needs should be divided into two types: the needs of existence and the need to achieve the goals of life.

The needs of existence usually include physiological and safety. We believe that the needs of belonging should also be included in this category. This is determined by the fact that a person cannot exist for any long time outside of any group (in particular, the family).

The following main levels of satisfaction of the needs of existence can be distinguished: 1) minimum, 2) basic, 3) level of luxury.

The minimum level of satisfaction of the needs of existence ensures the survival of man.

The basic (normal) level provides the possibility of significant intellectual and spiritual needs. This level can be defined both subjectively and objectively. In the first case, the criterion for achieving the baseline is the time that a person is occupied with thoughts about satisfying the needs for food, clothing, housing and security. It is advisable to proceed from the fact that this time should not exceed half the time of wakefulness. An objective assessment of the baseline can be the consumer budget that experts consider necessary for various activities. In particular, the work of miners is one of the most intensive and dangerous. Therefore, the cost of food and rest for miners is objectively higher than for office staff.

It is proposed to consider the level of luxury as such, in which the satisfaction of the needs of existence above the basic level becomes an end in itself and / or a means of demonstrating a high social position. At the level of luxury, one "lives to eat, not eats to live." The characteristic of the corresponding way of life is available in the works of A. Marshall, T. Veblen and many other authors.

Thus, Marshall has the following statements: "Laws against luxury have proved futile, but it would be a great achievement if the morale of society could induce people to avoid all kinds of boasting of individual wealth." “... The world would be much more perfect if everyone bought smaller and simpler things, tried to choose them in terms of their true beauty; ... considering the impact on the general welfare of the way in which each individual spends his income is one of the most important tasks of service to the way of life of people.

The above levels, of course, do not exhaust all levels of satisfaction of the needs of existence. As an illustration, we can cite data on the "rise" of needs in Germany after the Second World War. With German distinctness, German economists write about three big waves of needs during the first 5-6 years of economic recovery: "der sogenannten" Fress-Welle "(the so-called" wave of gluttony"), "der Kleidungs-welle" ( "clothes wave"), "der Wohnungswelle" ("apartment wave"). After this, the need for luxury (die Luxusbediirfnisse) began to develop.

For most people, the level of satisfaction of physiological needs significantly affects the structure of intellectual, social and spiritual needs. At the same time, it has been known since ancient times that the less a person is oriented towards material goods, the more freedom he has from life circumstances and the powers that be. All the great philosophers and religious figures - those who are usually called the Teachers of mankind - called for a reasonable limitation of physiological needs. Numerous statements on this subject are given by A. Schopenhauer. For example: "... Socrates, at the sight of luxury items put up for sale, exclaimed:" How many things exist that I do not need "".

Thus, after reaching the basic level of satisfaction of the needs of existence, the needs for achieving the goals of life are formed, which, it is advisable to differentiate into four groups:

1) material benefits for the individual and family;

2) power and glory;

3) knowledge and creativity;

4) spiritual perfection.

Depending on individual inclinations, abilities and claims, some people, after reaching a basic level of satisfaction of the needs of existence, will be dominated by the desire to maximize the consumption of material goods; for others, to power and glory; the third - to knowledge and creativity; at the fourth - to spiritual perfection.

The opening pages of books on the fundamentals of service usually postulate that such boundaries do not exist. For example, the introduction of one of the most respected US textbooks on service notes: “The main problem in service science that confronts any society is the conflict between the virtually unlimited human needs for goods and services and the limited resources that can be used to meet these needs. »

There is no doubt that the spiritual needs of a person, his desire for knowledge, development and application of his abilities have no boundaries. As for material needs, their limitlessness cannot be considered obvious. In the world of things, the desires of the most intelligent and imaginative person are quite specific.

Sometimes the limitlessness of needs is derived from technological progress. But, by creating new goods and services, it ultimately translates into an increase in per capita consumption of energy and other natural resources. Their number is limited and constantly decreasing.

It is known that the reserves of oil and many other minerals remain only for a few decades. This fact is becoming more and more recognized by the educated part of the population and cannot but influence the formation of its needs.

In order to prove the need for the rational use of limited resources, it is absolutely not necessary to proceed from the axiom of the boundlessness of human needs. It is known that the less the requirements of the axioms, the stronger the building of the theory. Therefore, as a postulate defining the tasks of service science, it is quite sufficient to state that the needs of people are more than the possibilities of satisfying them.

2.1 Structure of needs

The structure of needs can change in the same person during different periods of his life. At the same time, the lower the subjectively normal level of satisfaction of the needs of existence, the more likely it is that after its achievement, intellectual and spiritual needs will dominate.

The main differences of the proposed structure of needs are as follows:

needs are divided into two types: existence and achievement of life goals;

the first type includes needs: physiological, security, involvement; to the second - the need for material wealth, power and glory, knowledge and creativity, spiritual improvement;

three levels of satisfaction of the needs of existence are distinguished: minimum, basic, level of luxury;

the needs to achieve the goals of life are formed after reaching the basic level of satisfaction of the needs of existence;

basic levels of satisfaction of the needs of existence can have significant individual differences.

3. Motivation

Motive (or motivation) is a need that has become so urgent that it forces a person to look for ways and means to satisfy it.

The most popular of these, the theory of Sigmund Freud and the theory of Abraham Maslow, have very different implications for consumer and service research activities.

Freud believed that people are basically unaware of the real psychological forces that shape their behavior, that a person grows while suppressing many drives in himself.

These cravings never completely disappear and are never completely controlled. They manifest themselves in dreams, slips of the tongue, neurotic behavior, obsessions, and so on. Thus, a person is not fully aware of the origins of his own motivation.

3.1 Maslow's theory of motivation

Abraham Maslow tried to explain why people are driven by different needs at different times. The scientist believes that human needs are arranged in order of hierarchical importance from the most to the least urgent.

The hierarchy developed by Maslow is presented in fig. one.

Needs are ranked in order of importance as follows:

- physiological needs;

- self-preservation needs;

- social needs;

- need for respect;

- the need for self-assertion.

A person seeks first of all to satisfy the most important needs. As soon as he manages to satisfy some important need, it ceases to be a driving motive for a while. At the same time, there is an incentive to satisfy the next most important need.

Perception. A motivated person is ready for action. The nature of his action depends on how he perceives the situation. Two different people, being equally motivated, in the same objective situation can act differently, because they perceive this situation differently.

selective perception. Faced with a huge number of stimuli, a person is not able to respond to everything. He eliminates most of them, and the following irritants are noticed:

- related to current needs;

- who are expected;

- which differ sharply in some of their values ​​from the usual ones.

selective distortion. The irritants noticed by the consumer are not necessarily perceived by him in the way that the sender intended. Each person seeks to fit the incoming information into the framework of his existing opinions. By selective distortion they mean the tendency of people to transform information, giving it personal significance.

Selective memory. A person tends to remember information that supports his attitudes and beliefs.

Assimilation. A person acquires knowledge in the process of activity.

Assimilation is certain changes that occur in the behavior of an individual under the influence of the experience he has accumulated.

beliefs and relationships. Through action and assimilation, a person acquires beliefs and attitudes. And they, in turn, influence its purchasing behavior.

A belief is a mental characteristic of an individual of something.

Beliefs can be based on real knowledge, opinions, or simply faith. Manufacturers are naturally interested in people's beliefs about particular products. From these beliefs, images of products and brands are formed.

Attitude. Almost everything - politics, clothes, music, food, etc. - a person has his own attitude.

An attitude is a stable, favorable assessment by an individual of an object or idea, developed on the basis of existing knowledge, feelings towards them and the direction of possible actions.

4. Formation of social needs as a socio-economic process

A new conceptual approach to the study of social needs as a complex multi-level system covering the needs of society allows us to consider the formation of social needs as:

- reproductive process;

- information process;

- social process.

The presence of three components of a single process of formation of social needs characterizes it as the most important basis for the reproduction and evolution of economic systems. All three components of the process of formation of social needs are interconnected. Thus, any reproduction process involves the accumulation and accounting of information about the object of reproduction, in this case, about the economy as a whole. Information, in turn, is a prerequisite for any economic process, while the volume of information available to business entities may be different. The mechanisms for obtaining the necessary economic information by subjects depend on many factors, among which the most important are the relationship between production and consumption, the type of organization of the economy, and the characteristics of the economic environment. Since the process of forming a system of social needs is aimed at the results of social reproduction, taken in the broad sense of the word, i.e. including the formation of value orientations of society and the individual in it, then, consequently, the formation of social needs is a social process.

As a political economy category, social needs can be considered in the broad and narrow sense of the word.

In the first case, they express relations about the evolution of economic systems, in the second - about the reproduction and development of one specific economic system. At the same time, social needs always reflect the macroeconomic relations that are developing in the economy (farms) under study, and represent information flows that characterize the relationship between production and consumption, the type of reproduction process.

The formation of social needs is a multi-level reproduction and information process. It is possible to study it in the following aspects:

1) general evolutionary - as the evolution of systems of social needs functioning in various types of economy, as well as the evolution of individual subsystems of an integral system of social needs;

2) concrete historical - as a reproduction of the system of social needs and its subsystems within a certain economic system;

3) futurological - as the identification of trends in the formation of a system of social needs of a qualitatively new economic system that does not yet exist as an integral system, i.e. in this case, the subject of research is the needs of social development.

We emphasize that the formation of social needs can be considered both in relation to each of the subsystems of social needs, and in relation to an integral system of social needs. In addition, the process of forming social needs takes place at various levels of management and, accordingly, involves its study at the micro level, regional level, macro level of the economy, and also, which is especially important in modern conditions, at the global level. It should be noted that consideration of the process of formation of social needs is also possible from the point of view of the mechanism for the realization of needs, in this case, the focus of the study shifts to the problems of types of macroregulators of social needs and subjects of macroregulation of social needs.

Unlike needs in general, social needs are the needs of society, mediated by macroeconomic ties, and, accordingly, the process of their formation is based on the following macroeconomic ties:

1) industrial relations, reflecting the processes of integration, unification, diversification, etc.;

2) reproductive relations characterizing the type of reproduction, the main proportions of social reproduction;

3) financial links showing directions and priorities of financial flows;

4) organizational ties that ensure the controllability of this economic system at various levels;

5) information links, which involve a developed network for collecting and processing economic information, as well as the availability of channels for its transmission.

The multidimensionality and multilevel nature of the process of formation of social needs is well illustrated by the previously used scheme of the evolution of economic systems. Based on it, we will reveal the content of the process of formation of social needs as a complex evolutionary and socio-economic process.

The formation of social needs can be considered:

1) as an evolutionary process involving the replacement of some systems of social needs by others;

2) as a reproductive process occurring within a certain economic system;

3) as a process of qualitative change in all subsystems of social needs in the transition to a qualitatively different economic system;

4) as a process of formation of a new system of social needs within the framework of the transition period from one economic system to another;

5) as a process of identifying new trends in economic life and, accordingly, the needs of social development.

The formation of social needs as an evolutionary process has as its starting point the need for labor and the need for means of production, which are interconnected in the history of the formation of economic systems and together laid the foundation for proper human needs, as primarily the needs of economic entities. In turn, the formation of the needs of economic entities led to the formation of the needs of the economy, combining the needs in the results of the process of social reproduction, structure-forming needs and part of the needs of social development. With the complication of the economic systems themselves, the socio-cultural needs of society are increasingly developing as part of social needs, generated by the needs of the economy and the level of material and technical base immanent to it to satisfy them. With the advent of private property, the emergence of economic needs is associated, which at a certain stage in the development of economic systems begin to play a dominant role in economic and social life, they reach their heyday as a system under the dominance of economic civilization. Further, the evolution of social needs leads to the emergence of financial needs as a specific form of economic needs. The needs of the development of the economic economy that is currently dominant in the world are manifested in its contradictions and, based on them, the contours of future economic systems begin to emerge. Modern contradictory trends in the development of the economic world in the most general terms are reduced to two main trends: globalization and socialization. The first trend is based on the needs of social development, leading to the establishment and establishment of the dominance of the financial economy in economic life, or, as it is also called, finanism. The second trend, also reflected in the scientific literature, is based on the evolution of regularity relations in the modern world.

Conclusion

From this work, the following conclusions can be drawn:

1. A need is always a need for something, for objects or conditions necessary to maintain life. Correlating a need with its object turns the state of need into a need, and its object into an object of this need, and thereby gives rise to activity, orientation as a mental expression of this need.

The concept of need is used in three meanings: as a designation

a) an object of the external environment necessary for normal life activity (need-object);

b) the state of the psyche, reflecting the lack of something (need-state);

c) the fundamental properties of a person that determine his attitude to the world (need-property).

Needs can also be divided into biological, social and ideal.

The classification of needs is very diverse. Many economists have attempted to sort out the diversity of people's needs. So, A. Marshall, referring to the German economist Hermann, notes that needs can be divided into absolute and relative, higher and lower, urgent and can be postponed, direct and indirect, present and future, etc.:

1. The need for material goods necessary to sustain life.

2. The needs of the world association of people.

2. Service sector - a set of industries of the production and non-production spheres, united by the commonality of the function performed - the direct satisfaction of the needs of the population in services.

Bibliography

1. Vikhansky O.S. Management: person, strategy, organization, process. - M., 1996.

2. Golovin S. The evolution of the myth "How a man became a monkey." M., 1999.

3. Zdravomyslov A.G. Needs. Interests. Values. M., 1986

4. Motivation of human behavior in the sphere of work. M., 1990

5. Kushlin V.I. Economic theory - M.: Institute of Economics RAS. 2004

6. Marchenko T. A. "Need as a social phenomenon". Moscow, 2000

7. Solovyov B. A. “Needs. Market. Demand". Moscow, 2002

8. Harvey D. Modern economic theories. Publishing house Dashkov and K., 2000

9. Chepurin Fundamentals of economic theory. 4th edition. Moscow, 1999

10. Used sites: Wikipedia.ru, profcomdiplom.ru.

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Test "Human Nature"

Last name, first name _______________________________

Material for preparation:

Basic textbook - §3 section "Man as a product of biological, social and cultural evolution", §5 section "Human activity: main characteristics"

Optional: profile level textbook, § 17, section "Needs and Interests" ( electronic version: )

1 . Write down the missing word in the table.

human needs

OBJECT OF NEED

Physiological

Food, water, air, climatic conditions, etc.

Communication, social activities, public recognition, etc.

Answer: _______________

2 . Find a concept that generalizes to all the other concepts in the series below, and write downfigure under which it is listed.

1) human needs, 2) social needs. 3) physiological needs, 4) spiritual needs, 5) biological needs.

Answer:

1) biological, 2) physiological, 3) social, 4) organic, 5) ideal, 6) natural

Find two terms that “fall out” of the general series and write them down in a tablenumbers under which they are listed.

Answer:

1) the ability to joint transformational activities

2) the desire for self-realization

3) the ability to adapt to natural conditions

4) stable views on the world and one's place in it

5) need for water, food, rest

5 . Establish a correspondence between the manifestations of a person's qualities and the nature of these qualities: for each position given in the first column, select the corresponding position from the second column.

NATURE OF QUALITIES

ability to procreate

B)

adaptation to climatic conditions

IN)

ability to accumulate knowledge and work skills

G)

the ability to determine the purpose of one's actions

D)

the ability to evaluate yourself and others

social

2)

biological

Record the selectednumbers

Answer:

6 . Find manifestations in the list below that reflect the social nature of a person.

1) interests

2) worldview

3) makings

4) skills

5) heredity

6) ideals

Answer:

1) the ability to procreate

2) the ability to defend against enemies

3) the ability to find food and equip housing

4) the ability to transform the natural environment

5) care for offspring

6) the ability to create new items that have no natural analogues

Answer:

B)

Communication

IN)

belonging to a particular group

G)

knowledge of the world

D)

understanding the meaning of one's existence

2)

spiritual

3)

biological

Write in the table the selected numbers under the corresponding letters.

Answer:

9 . Find manifestations of human biological nature in the list below and write down the numbers under which they are indicated.

1) interests

2) worldview

3) makings

4) skills

5) heredity

6) ideals

Answer:

11 . Choose the correct judgments about the biosocial in a person and write downnumbers under which they are listed.

1) The social qualities of a person include the desire for professional success

2) Awareness and experience by a person of the need for something necessary to support his life and development is called a need

3) The natural (biological) needs of a person include the need for communication

4) The spiritual needs of a person include the need for air. Nutrition, maintaining heat exchange

5) Individual psychological characteristics of a person, which are the conditions for the successful implementation of any activity, are called abilities

Answer:

13 . Find the biological traits of a person in the list below and write down the numbers under which they are indicated.

1) age and gender differences

2) temperament

3) features of the nervous system

4) self-esteem

5) experience

6) features of the worldview

Answer:

B)

in the sense of life

IN)

in motor activity

G)

in communication

2)

social

3)

ideal

Record the selectednumbers under the corresponding letters.

Answer:

15 . Ivan completed a task on the topic: "Man as a result of biological and socio-cultural evolution." He wrote out from the textbook the traits characteristic of a person. Which of them reflect the specifics of the social nature of man, in contrast to the animal? Write down the numbers under which they are indicated.

1) the ability to set goals

2) the desire to understand the world around

3) use of objects given by nature

4) adaptation to environmental conditions

5) communication through articulate speech

6) care for offspring

Answer:

1) Self-esteem is the starting point of self-knowledge.

2) A person forms self-esteem by comparing himself with others.

3) Inflated self-esteem of a person is always the result of his real achievements.

4) People with low self-esteem make comparisons with others only when they are confident of success.

5) Low self-esteem contributes to the development of leadership skills

Answer: ______________

17 . Establish a correspondence between examples and types of needs: for each position given in the first column, select the corresponding position from the second column.

TYPES OF NEEDS

Group

B)

Individual

IN)

material

G)

Spiritual

D)

aesthetic

allocated by the subject of needs

2)

allocated by the object of needs

Record the selectednumbers under the corresponding letters.

Answer:

18 . Find in the list below the manifestations of the social nature of man and write downnumbers under which they are listed.

1) Humans have instincts

2) a person is able to regulate instincts

3) man belongs to the higher mammals, forming a special speciesHomoSapiens

4) a person has circulatory, muscular, nervous systems

5) a person develops by entering into social relations, into communication with others

6) a person is capable of conscious purposeful creative activity

Answer:

1) actual character

2) the nature of value judgments

3) the nature of theoretical statements

Write in the table under the letter denoting the position, the number expressing its nature.

Answer:

Choose from the proposed list of words that you want to insert in place of the gaps.

The words in the list are given in the nominative case. Each word can only be used once.

Choose sequentially one word after another, mentally filling in each gap. Please note that there are more words in the list than you need to fill in the gaps.

List of terms:

1) ability

2) biosocial

3) behavior

4) individual

5) need

6) language

7) heredity

8) communication

9) emotional

The table below lists the letters that represent the missing words. Write in the table under each letter the number of the word you have chosen.

Answer:

Let us turn to confirm the example of the life of a man who has great authority in philosophical anthropology. We mean Immanuel Kant. From birth, he was so weak and sickly that his viability caused great doubt among those around him. Kant, on the other hand, was able to organize his life in such a way, so rigorously follow the principles he himself formulated, that he not only lived for eighty years, but also showed an example of the most devoted service to science.

On the other hand, natural inclinations contribute to the intellectual development of people, largely determine their propensity for creative forms of activity. Thus, in understanding man, it is important to avoid two extremes: "biologization" and "socialization" of human nature.

And yet it cannot be argued that a person has two independent entities. The essence of man is one, and it is formed by a combination of supernatural properties, thanks to which we overcome our biological certainty. Free will, which manifests itself in the ability to choose one's destiny, the path of one's life, is the main and basic of these human properties. The meaning of a person's life is precisely to independently, by the effort of his will, overcome or try to overcome all resistances and circumstances, realizing his life program. In this case, a person becomes really free, because he is able to dominate external circumstances and conditions.

(V. Kuznetsov, K. Momdzhyan and others)

21 . The authors write about what brings a person closer to the animal world and how a person differs from an animal. Give any two signs of similarity and any two hallmarks indicated in the text.

22 . What meaning do the authors invest in the concept of “human freedom”? Can the example given by them from the life of I. Kant be regarded as a manifestation of freedom? Justify your answer based on the text.

23 . The authors believe that the meaning of a person's life lies in the implementation of his life program, often despite the existing circumstances. Based on social science knowledge and the facts of social life, give three examples of people overcoming negative circumstances on the way to realizing their life goals.

24 . What two extremes, according to the authors, is important to avoid in understanding a person? List any three negative consequences that both extremes can lead to.

============================================

25 . What is the meaning of social scientists in the concept of "ability"? Drawing on the knowledge of the social science course, make two sentences containing information about the abilities of a person.

26 . In modern society, the primary needs of a person are socialized. Illustrate this fact with three examples.

27.

28.

29 . Expand the meaning of the statement in the form of a mini-essay, indicating, if necessary, different aspects of the problem posed by the author (the topic covered). When presenting your thoughts on the issue raised (marked topic), when arguing your point of view, useknowledge obtained during the study of the course of social science, correspondingconcepts , as well asdata social life and personal experience. (Give at least two examples from various sources as evidence.)

“A person is determined not only by natural qualities, but also by acquired ones” (I. Goethe).

"Man is a fundamental novelty in nature." (N.A. Berdyaev)

“Nature creates a person, but develops and forms his society” (V. G. Belinsky)

Man is part of society. Existing in society, he constantly experiences certain social needs.

Human social needs are integral part of his personality.

Kinds

What are social needs? There are a large number of social needs of a person, which can be conditionally divided into three main groups:

Basic sociogenic needs

List of basic social needs experienced by a person living in society:

Satisfaction Examples

Consider the examples of human satisfaction of emerging social needs:

Significance

Satisfaction of social needs from the group "for oneself" is a necessary condition for the formation of a full-fledged personality.

The correspondence of a person's life to his social expectations guarantees the positive socialization of such a person in society, excludes the manifestation of any forms of deviant behavior in him.

A person who is satisfied with the level of his development, education, career, friends and is useful member of society.

Each of his satisfied needs leads to the emergence of some social significant result: a strong family with children is a full-fledged cell of society, career achievements are the successful performance of labor functions, etc.

Satisfaction of needs "for others" and "together with others" is the key to the positive functioning of society.

Only the positive interaction of people among themselves, their ability to act together in the public interest, and not just one by one for personal purposes, will help to create mature society.

The problem of modern society lies precisely in the unwillingness of people to satisfy common needs. Each person approaches the issue from an egoistic point of view - he does only what is beneficial for him.

At the same time, the lack of initiative in carrying out important public actions leads to disorder, violations of the law, anarchy.

As a result, the integrity and well-being of the society in which a person lives is violated, and this immediately affects the quality of his own life.

That is, his selfish interests in any case are affected.

Result

Human activity is caused by social needs? Needs - source of personality activity, motivation of its activity.

A person performs any action solely out of the desire to achieve a certain result. This result is the satisfaction of a need.

Human actions can help wish fulfillment directly. For example: if there is a need for communication, a teenager goes out of the house to the street to friends sitting in the yard and enters into a dialogue with them.

Otherwise, activity is manifested in the performance of certain actions that will subsequently lead to the satisfaction of social needs. For example, the desire for power can be achieved through purposeful activity in the professional field.

However, people don't always take action. to meet their needs.

Unlike biological needs, which cannot be ignored (thirst, hunger, etc.), a person can leave social needs unfulfilled.

Causes: laziness, lack of initiative, lack of motivation, lack of purpose, etc.

For example, a person may experience a strong need for communication and at the same time constantly sit at home alone, have no friends. The reason for this behavior can be a strong , .

As a result, a person will not take actions that he could take to achieve the desired result.

The lack of the necessary activity will lead to the unfulfillment of existing desires, to a low quality of life, but at the same time there will be no threat to life.

Do animals have?

On the one hand, social needs can only be characteristic of people because they can only be experienced by members of society. On the other hand, animals in their groups have certain hierarchy of behavior, rules and rituals.

From this point of view, it is customary to distinguish zoosocial needs of animals: parental behavior, play behavior, migration, the desire for self-preservation, adaptation to living conditions, hierarchy in the flock, etc.

These needs cannot be called fully social, but they are the primary source for the development of further social needs in people.

So social needs exist in every person in large numbers. Satisfying them, a person must act not only in his own interests, but also in the interests of those around him.

The need to be needed and communication are the social needs of a person: