Rob Rose Editor: Financial Mail

We believe people are more likely to invest and participate in markets the higher your happiness scoreSo what can the level of happiness in SA tell us about its lurching economy? That’s something that Professor Talita Greyling, from the University of Joburg’s school of economics, wants to find out.In recent weeks, Greyling and New Zealand academic Stephanié Rossouw have been running a study to assess what happens to people’s levels of happiness over an election period. And they’re doing this by applying "sentiment analysis" to between 45,000 and 85,000 tweets published every day by SA’s 8.3-million active Twitter users."Twitter is real-time. It can tell you what the level of happiness is an hour ago. And when people tweet, they express their emotions and their feelings, so it’s a really good measure," says Greyling.That may be tough for some people to believe. For one thing, only 54% of the country has access to the internet. Second, SA has a notoriously brutal social media environm...

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