In a blog for the IEA the other day Kristian Niemietz looked at the economics of holding politically correct views. Disagreeing with the idea proposed by Spiked magazine that PC is motivated by a loathing for ordinary people, he argues that such views are in fact a ‘positional good’.
A positional good is a good that people acquire to signalise where they stand in a social hierarchy; it is acquired in order to set oneself apart from others. Positional goods therefore have a peculiar property: the utility their consumers derive from them is inversely related to the number of people who can access them.
It has long been clear that expressing certain views has been a form of social signaling, although social media has made this far more explicit. Holding what might be loosely called politically correct opinions on a range of issues suggests that the holder is more likely to be well-educated, wealthy, young, probably attractive, and possessing social nous (ie in touch with social trends).
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