ABSTRACT
For John Maynard Keynes, economic decisions are intuitive, emotional, and irrational. The function of culture is to teach subjects how to succeed despite failure, like Churchill said. Loss is necessary for success. Fairness is linked to the function of culture of regulating the drives and the animal spirits resulting in some form of self-discipline. This creates confidence in the economy. Culture or C = Phi or Phi = Phi. Phi = 1.618. Culture or C= or is defined by the subtraction of the object of the drive from the subject, and this has the numerical value 1. When the function, definition, or concept of Culture that has the numerical value of 1.618 subtracts the object of desire and the drive from the subject (numerical value 0.618), the result is an imaginary enchanted number (1) as a measure of jouissance value in symbolic exchange and a ratio of desire. The loss (of the object) of jouissance shows the equivalence between the culture and the function of symbolic castration, as being the same or identical. Symbolic castration is also an indication of jouissance.
The normal psychical losses of the subject in the family and their elaborations prepare the subject to procure the gains and sustain the losses afforded by social goods and objects of consumption. This I argue is what Keynes referred to as animal spirits in the marketplace.
