Living in the age of emotional rationality: Wendell Bell, social media and the challenges of value change

When the change process accelerates, the meaning of the logic of cause and effect in living through this blurring reality clearly diminishes. We have to tell the story of our reality and future both to ourselves and to society with new concepts, words and metaphors. While the importance of instant experience and transience grows, our in-depth understanding of the logic of time gradually crumbles away. The fervency of action widens the limits of reality in a fundamental way, even though our personal human capacity to receive and handle information and experience emotions and events has not changed in the one million years of human history.The present is swelling over the past and the future. The social media transforms into one big global amplifier through which emotional experience is transmitted and strengthened. The asset of collective experiences is that they are universal, they are private and felt on an individual level, and yet they can simultaneously be shared by the others. However, one might also say that even though the growth of information produces more and more different value contents for us to choose from, this freedom of choice is still rather spurious.With the traditional norms, models of action, habits and attitudes we can no longer cope in this totally new reality. We live in an age of controversies which emphasizes emotions with public intimacy and privacy with a realtime audience. We are enchanted by creativity and innovativeness and our decisions have to be made quickly, efficiently and in a short-term basis. We cannot freely consider our values, but in order to cope, we have to try to behave in a way which is the most target-oriented, and at the same time, the tools and methods to cope in this rapidly changing reality are still scarce. Therefore we have to weigh the efficiency and suitability of the means in relation to the objective also in such situations where we cannot make proper value assessments. Emotional universality can become, or at least with the help of skilled media PR professionals, it can be used as a means to commercialize our emotions, or it can help us in the process of building universal values.