Ever More. Where Do Values Come from? And How Many Are There?

This chapter delves into the complexity of moral values and their role in contemporary society. The author questions the claim that values are becoming increasingly prevalent, prompting the need for control and restriction. The challenge lies in dealing with moral values as units of account, comparable to economic values. The concept of quantifying moral values raises skepticism due to their elusive and shifting nature. Values are seen as both appealing and vague, suggesting precision but often failing to deliver. Despite this, values remain influential, particularly in moral and ethical discussions. The chapter explores how values are invoked and wielded in communication, sometimes explicitly and at other times implicitly. It argues that values, especially moral ones, possess the power to motivate actions beyond self-interest, reshaping priorities. The interplay between moral and economic values is discussed, emphasizing how values diversity emerges as a response to values inflation. The chapter concludes that the dynamic nature of values is integral to the multifaceted modern life, reflecting the evolving complexities of contemporary existence.