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It is sometimes possible to derive data indirectly from market indicators by using calculations based on a number of assumptions. Thus, the symbolic value of collecting art can be estimated if we track how far the potential revenue from selling pictures lags behind the return on investing in bonds. We find that canvases appreciate in value over time more slowly than gilts. Collectors are accordingly forfeiting income and their losses can be viewed as payment for the right to enjoy art, a monetary equivalent of the value of collecting. When serfs in Russia were to be punished for their misdemeanours they would be offered a choice between being whipped or paying a fine. This is convenient for the economist because it clearly defines the price of non-acceptance of violence, although our stoical forebears on the whole chose to be whipped. Such distinct tariffs are rare. The markets in sport, medicine, and war also give some understanding of the monetary equivalents of values in the humanities, but it is far from complete. On the whole, money and markets are poor quantifiers of non-utilitarian values.
Without a doubt, we will shortly learn to extract a mass of useful information from the rich seam of logged human communication on the internet, even if today analysts do not quite know how to approach the task. There is, of course, the highly sensitive question of what we want to learn about people and life from the internet. Users seem to be producing actions, moving like Brownian particles under a microscope, but we are not sure what we should be looking for. This is probably why the predominant research approach is to view users as potential customers. At least this makes it clear who will fund the research. Works on the economics of the internet and social networks, however, can be counted on your fingers. Everything that can be found on this topic was written in the last millennium when networks as they exist today were simply not there. The sociology of social networks has also not advanced far beyond corporative marketing, with its emphasis on delivering targeted sales.
At the present time we know in only general terms about the dissemination of information in society. This does not let opinion-formers of various kinds off the hook of being expected to manage social perception. To a large extent they are flying by the seat of their pants and naturally make mistakes in abundance. There is no point in blaming anybody for this, since people always have a measure of freedom which introduces unpredictability into how they will react to a particular message. For example, in a period of financial crisis you need to be certain, when deciding whether to inject money into the economy, that citizens will increase consumption and not just decide to hoard resources for a rainy day. Alas, a government can only guess because there is no unambiguous advice in works on macroeconomics. Even less are there hints on how to nudge public reaction in the desired direction. We cannot boast even a framework for understanding dynamic information processes. Public opinion can turn one way or the other depending on how information is presented. A barrage of unfavourable commentaries, and even what seem to be the most reasonable decisions, taken in full accordance with available theory, may have the opposite effect to what was anticipated. Then again, moves which the same theory suggests are highly unpromising may prove successful.
Precise, systematic data about the dissemination of information can be extracted from Web 3.0 social networks and, as of now, from nowhere else. Not, at least, in the quantities we are looking for. Researchers face a number of difficulties as they wrestle with multiple interconnections between reality, attitudes towards reality, and information about those attitudes. The superimposition of accretions of differing levels of complexity will afflict them with that same sense of never being able to get a handle on anything as affected the philosophers of the School of Athens.
It is not that in large-scale social networks on the internet this very basic problem can be avoided: it simply does not and cannot exist. Collective action can be investigated there in its vast natural dimensions, not crammed into laboratory conditions. The experimental world merges with the practical world, something one could only dream of in the past.
Let us move on from these generalising remarks about methodology to examples of research which can be conducted within social networks, and let us begin with an instance which clearly shows up the limitations of traditional methods.
Although this assertion seems very obvious, actual economic policy ignores it. It carries on as if there were no lack of correlation between what it achieves and what people perceive. Intuition suggests, however, that the gap may be very wide indeed and that consequently this is an issue requiring to be studied. If our suspicions are correct, there is a need to amend both the indicators and the policy.
A second, more subtle, consideration is that if we represent the correlation between contentment and objective improvements with a graph, the curve will resemble a flower petal leaning to one side. In science this form is called a hysteresis loop. Upward movement along this curve is delayed, while downward movement is accelerated. If there are swings of well-being upwards or downwards, the positive or negative part of the amplitude by which the emotions swing do not coincide. In other words, losses make people comparatively sadder than analogous gains make them happy. It is preferable for the rise to be steady and without fluctuation, even if that means there are no great leaps forward. If there are dips, there will be net emotional losses in the hysteresis.
To be completely accurate, we should also mention that events which occur less frequently evoke a hypertrophic emotional reaction. A kind of trigger operates which scales emotions up or down depending on how frequently they occur. For relatively well endowed societies success is the norm and unpleasantness is relatively rare. This means that success evokes a modest positive reaction while unpleasantness produces a sharply negative one. Those living in certain poor countries demonstrate the opposite. Their governments find it relatively easy to make their subjects, whose lives are hard, happy by tossing them a crust from time to time. People get inured to misfortune. They react less sensitively to what is just the latest disaster. At the same time they are pleased by small things. Mechanisms of emotional adjustment kick in which mitigate inequality in standards of living, blunting or sharpening perception of more frequent or rarer occurrences. The psychological metabolism of the individual and the society maintain a stable proportion of the positive and the negative and it is quite difficult to produce a relative shift from a level which has become established. We might even half seriously propose a law of conservation of happiness analogous to the law of conservation of energy. Empirical data is presented in Appendix 1 in support of this.
Summary indices, then, are far from summarising everything they should. There can be minuses left outside the brackets which are capable of cancelling the observed pluses. These include such things as work-related stress, anxiety about the future, the breakdown of family values, the loneliness of the big city, and culturally inspired problems with ageing and appearance. The reverse is also possible, where minuses are taken into account but not the pluses. A country may be a world leader, for example, in devising laws and standards to regulate complex, ambiguous issues like cloning, euthanasia, chemical stimulation of the brain, gay marriage, the treatment of domestic animals, problems of copyright, and receive no credit in the index for experiments which the whole world follows with interest.
Economics cannot really be reproached for failing to increase happiness, since the area it is responsible for is not happiness but development. If the indices are reflecting anything, it is not happiness but the provision of conditions in which a person may discover themselves, enjoy freedom to choose and surmount their circumstances. It is the complexity, the satiety and diversity of life. That is why they are called development indices. We would have far more justification for judging the validity of indices by subjective feelings of satisfaction, as happiness economics does, if people associated happiness primarily with personal freedom, but it is only a few individuals who see things in that light. Freedom and complexity are an inseparable couple, with the result that by no means everybody is free and happy at the same time (just as not all who are unfree are unhappy).
A further compromise inevitably present in happiness surveys is caused by the difficulty people face in attempting to summarise how their life feels over a longer period of time. This is why the rating of a calendar year will be heavily dependent on whether the question is asked when the interviewee is going through a good or a bad patch. A further element of randomness finds its way into responses from the fact that the present is not a unity but structured in three-part blocks of experience which include memory of the past, the present as experienced at a given moment, and the future as it is envisaged. It is uncertain which of these elements will be selected by the introspective eye, which emotions a person will voice during the survey.
Traditional economics engages mainly in a struggle against imbalance, scarcity, and inequality because these are the cause of many misfortunes. If, however, there should ever be an end to the hardship of material existence then, as Schopenhauer prophesied (and not only he), the place vacated by the battle against them will be taken over by boredom. Overcoming this anticipated misfortune is a matter for the new economy. Its fundamental concern is to engage people in something meaningful at a time when the most acute problems have been solved and interesting forms of activity are in abundant supply. Admittedly, many of them will not suit everybody. For example, not everybody has the skills to be a writer. What might a positive programme of happiness look like?
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