July 24 – 28, 2024

This presentation is based on Mikko Ketovuori’s book “Socionomics: How Social Mood Shapes Society,” which explores the main principles and applications of socionomic theory as elaborated by Robert Prechter. Socionomic theory posits that an omnipresent social mood, shifting constantly in a wave form through all aspects of society, is responsible for the aggregate tenor and character of all social, economic and cultural trends, from fluctuations in the stock market to the popularity of particular genres of music at a given time. The social mood as an endogenous and collective force has its roots in the herding instinct often identified amongst crowds. Individuals typically make rational decisions when acting alone, and in the context of certainty, but in groups and in context of uncertainty, mood-based mimetic behavior can affect all the participants. As social mood often goes unnoticed, people tend to give their collective feelings labels to rationalize them, thus constituting ‘public opinion’. Therefore, whilst ‘public opinion’ as presented in the media is usually seen as rational, it is in fact based on the social mood context that often determines how people think, feel and behave. As the internet and social media have become ubiquitous in our daily lives, these rationalizations are spreading faster and faster than ever before and creating a pseudo-reality which can corrupt the collective perception of what is real and what is not.

Presenter Bio: Mikko Ketovuori is a former University Lecturer from the University of Turku, currently a free author. His new book about Socionomics presents a revolutionary theory on herding instinct and social mood that drives people and precedes events in the society. Ketovuori’s expertise covers educational theory and policy as well as arts education. He is the author of numerous journal articles and conference papers and, as a keynote speaker and lecturer, he has given lectures across Asia, Europe and North America.