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Understanding the Information Age
This is the proposal for a book I am currently writing. I'm having trouble convincing publishers that technology and society are hot topics. Go figure...
Despite many predictions and declarations, we are not yet in an Information Age. With all of the talk about the Information Age and now the Internet, what has been lost in the rhetoric and hype has been the true meaning of the changes our societies are experiencing. These are twofold: personal relationships (to ourselves and others) and our relation to information communication. The Information Age has yet to occur-and won't-unless we address these two aspects because current technology is merely a transient affectation of the time-at best, only an enabling catalyst. The true revolution is in the minds and methods of people and their understanding of how information, as an ecology all its own, operates. This revolution is about communication and understanding our world and each other and not technology.
Therefore, the behaviors of people, their processes and experiences, are most vital for concentration. Part of the misdirection of our attention comes from our labels and definitions. We use "data" interchangeably with "information" and these are not the same things. Another part of the problem is the definition of the discussion in terms of technology and machines both as the enablers, purpose, and measure of progress.
The name itself-Information Age-even denies this reality. Better names might be the Understanding Age, the Age of Communication, the Experience Age, or the Age of Interactivity. Regardless, we are still merely in an age of Data. While rapidly developing and deployed technologies are changing the speed and price structures of communication, they are not effecting the quality of the messages. Nor are these developments helping us to keep up with the increased flow that they have precipitated. This is because they are merely data technologies and not information technologies, built with computers and networks in mind and not people. Current technology is, in effect, not only the wrong topic, it doesn't really apply. The discussion is about how we make choices, focus our efforts, and set priorities in our societies, our communities, and our personal lives.
There have been at least six information revolutions that have been preceded by new tools and technologies and resulted in explosive cultural growth and groundbreaking understandings about ourselves. The inventions of language, money, writing, perspective, printing, and broadcast technologies are all examples of moments in time that radically changed civilization thereafter. We are currently in period leading to one of these revolutions but it has not yet happened (contrary to the hype) and will not happen until we adopt new understandings about communication. For example, we have developed awesome technologies but still cannot seem to use them effectively, or at least, to the extent of our imaginations. until we do we shall not see another Renaissance in thought, art, culture, communication, or business.
In business for example, CIOs (Chief Information Officers and MIS managers, and their IT (Information Technology) priorities, are mostly data technologies and their titles should use the word Data instead of Information. This leaves no place in the business world for the development, deployment, and recognition of information processes, work, and technologies, as opposed to data systems. And, it is exactly these processes, tools, and understandings that businesses-and the rest of us await, whether it is in terms of productivity, inspiration, or freedom.
Information is merely the beginning of an understanding of communication. Information lays only the foundation. On top of this must be built an understanding of interaction and experience, for it is here that true knowledge is shared and learning takes place. Effective communication must approach issues of environment, audience, and performance, in ways that presentation and context cannot. Interaction is also the true developing edge of new media and has been throughout all of our various histories. A few simple understandings can radically change one's point of view, enabling one to begin seeing information and ideas as an economy or ecology, and ultimately, as a form of life in itself.
Topics addressed include: information overload, information anxiety, media literacy, the nature of knowledge and wisdom, historical trends in technology, trends in communication and interactivity, and the effects of information on education, freedoms, productivity, and the economy. While some of these topics have been discussed before, this book offers unique opinions and insights. Many of the opinions and theories described in this book have not been discussed before in other books-especially those concerning interactivity, knowledge, and experience.
No great advancement-certainly no revolution-can take place without the participation of many people and if this participation is not coherent nor compatible, there will be no lasting change. The Information Age is awaiting this participation of many others, as well as the understandings that it is not primarily concerning technologies but people and their relationships; not systems but behaviors; not processes but understandings.
Reader Benefits
With exposure to the ideas and arguments inside this book, readers will be discover new opportunities for both personal and professional advancement and decrease their feelings of bewilderment, confusion, and anxiety in relation to current shifts in economic, social, professional, and cultural systems. Annotated appendices will describe specific tools and tactics that affect these patterns and present new opportunities.
This is combined with a book design that helps readers skim easily and discern which information is most important to them.
Readers will not need any prior academic, professional, or technical background. The book will include clearly understandable glossary without undefined jargon. It is, essentially, a book to explain these concepts and trends to a general population. Those who have experience in researching societal changes will find novel and important concepts explained well.
Because most people feel increasingly overloaded with data, it becomes harder for them to remain informed, sift through the sources of information that relate to their interests and needs, find context, and remain confident in their decisions and understandings. This book includes an explanation of these misunderstandings and an outline for changing our viewpoints in order to see meaning in today's patterns of change.
While this book will touch on how these concepts affect people of different ages, genders, and cultures-especially historically-this is not a focus of the book. It strives to relate to the reader's personal experiences with change and the universal nature of these experiences.
Style
This book is written with a clear and approachable style to appeal to general audiences, business professionals, and educators alike. It is organized to become more complex as the reader progresses so that readers are not confronted with confusing topics without some foundation. The table of contents and use of jump words, definitions in the margins, and innovative typography help readers easily discern the most important the points and their context. The size, color, and placement of phrases and passages are meant to help indicate their relative importance, making it easier to skim, jump, connect, and search. See the attached sample design document.
Format
This book is intended to be approximately 450 pages. The design is meant to make the most of one-color printing. The 5" by 8" size pages will be filled with interesting quotes, related graphics and diagrams, and sidebars to create an active layout that constantly draws the reader into the spreads. The cover should be both reassuring and calm as well as sophisticated and authoritative as opposed to "techno," mystifying, or busy. The later attributes will only scare readers by making them feel anxious, unwelcome, or uninvolved.Introduction
Chapter 1: The 9 myths of the Information Age
Chapter 2: The History of the Information Age
Chapter 3: Data
Chapter 4: Information
Chapter 5: Knowledge
Chapter 6: Wisdom
Chapter 7: Interactivity
Chapter 8: Living Information
Conclusion
Annotated Appendix 1: Information Tools
Annotated Appendix 1: Information Tactics
Bibliography
Glossary
IndexIntroduction
Despite many predictions and declarations, we are not yet in an Information Age. We are merely in an Age of Data.
The real revolution concerns people and information. It is about communication and understanding our world and each other and not technology.
Part of the misdirection of our attention comes from our labels and definitions.
Another part of the problem is the definition of the discussion in terms of technology and machines both as the enablers, purpose, and measure of progress.
There have been at least six information revolutions that have been preceded by new tools and technologies and resulted in explosive cultural growth and groundbreaking understandings about ourselves. Each has produced a Renaissance in thought, art, culture, communication, or business.
Information is merely the beginning of an understanding of communication.
Information lays only the foundation. On top of this must be built an understanding of interaction and experience.
No great advancement-certainly no revolution-can take place without the participation of many people.
There is a spectrum from Data to Wisdom. Data is the most primitive element, followed in increasing complexity by information, knowledge, and wisdom.
The disciplines of Information and Interaction Designs provide the very tools with which to transform the Age of Data into the Information Age. These apply to print media, electronic media, and real-time/real-space performances and interactions.
We must create a taxonomies of communication, experiences, and sensations in order to fully understand the nature of human information.Chapter 1: The 9 myths of the Information Age
Myth #1: The Information Age dawned in the 60s. The Information Age has not yet arrived and will not arrive without us making innovative use of the technological advances we have already witnessed.
Myth #2: Technology will drive the Information Age. The Information Age will not change society because of technological advances. The technology may help cultural advances arrive more quickly, but it is the sociological changes that will drive change. These affects will occur as a natural evolution of the ways people communicate and the new messages they can share.
Myth #3: The Information Age is inevitable. The Information Age is not inevitable and will not happen by itself. It will spread as people learn how to implement new understandings of communication into their personal and professional lives. It cannot be forced nor awaited. We will only experience new insights and improved cultures by learning from past information revolutions and focusing on people's needs, abilities, and desires.
Myth #4: Technological advances are changing things for the better. Technology is neutral and can be used (or not) in many ways. What affect it has depends on the uses it has been put to and the freedom with which we have allowed others to employ it. It is this freedom that we need to explore in creating opportunities for better ideas to be realized.
Myth #5: Technological advances are changing things for the worse (destabilzing society, damaging the Earth, and endangering people). Society is no worse of then in past times and we are not on any collision course with disaster. We do have many problems but these are not due to technologies, but our use of them and the priorities we set in our communities. Technology is not merely an industrial phenomenon but relates to all human achievement. Therefore, it is inaccurate to refer to it in reference only to industrial developments.
Myth #6: The Information Age is about advances in productivity. While better understandings of information and communication will allow us to develop better systems of all kinds, it is not the driving force behind productivity nor is it the primary benefit. A new cultural Renaissance cannot be measured simply in terms of efficiency. The quality of all aspects of live can be improved if we change our outlooks and understandings instead of merely our processors. Indeed, even with incredible advances in electronics, studies have shown no real increase in Productivity because the tools of productivity are informational and behavioral, not technological or industrial.
Myth #7: Information is for specially trained people to worry about.Information is not the special domain of computers, databases, the Internet, or MIS Directors. It is inherent in all communications, including: television, newspapers, books, letters, and conversation. It is the essential building-block of knowledge and all experiences are created with information of some kind. Therefore, it is important for everyone to understand how best to manipulate it and communicate more effectively.
Myth #8: Society is becoming "dumber" due to decreased attention spans and less literate due to mass media. There is no evidence to support these dangerous and often prejudiced views. In fact, there is only evidence to contradict it. It is our standards that keep changing in how we judge and define intelligence and knowledge. Mass media have had an enormous affect on societies but is having increasingly less influence as more people are able to create and participate and not merely consume. Literacy and language are both evolving (as they always have) and our definitions of both must change as well. Who is to say whose culture is and isn't literate and which forms are most important?
Myth #9: Technology and human achievements are in opposition to Nature. Humans are part of nature and our achievements are part of nature's evolution. We can affect this evolution in both positive and negative directions. Information is a form of life itself and, so, also evolves in a natural way. Looking again at the historical development of society we find it inescapably interwoven with developments of technology as well as understandings of information.Chapter 2: The History of the Information Age
There have been at least six information revolutions: language, money, writing, perspective, printing, and broadcast technologies. These are different than data revolutions.
We are in the dawn of the next information revolution: Interactivity.
Every information revolution was preceded by an acceleration in tool development and use which provoked an explosive, new understanding. The lesson here is to concentrate not on the technology, no matter how enabling, but on the changes it brings in society. Technologies always get used for things other than they are originally intended.
Revolution #1: Language. In nomadic times (pre-8000 BC), crude information tools allowed Homo Sapiens to dominate over the Neanderthals. Speech was the first instrument of mass communication.
Revolution #2: Writing. The Agricultural Age (~8000 BC - 1780 AD) depended on the sharing and understanding of information. Writing froze speech like a photograph. This favored commerce and strengthened social cohesion.
Revolution #3: Perspective. The invention of perspective redefined each person's relationship to their world. It was the first challenge to religion and opened the door for people to rethink the organization of the cosmos (or at least, their understanding of it).
Revolution #4: Printing. The Industrial Revolution (1780 AD-present) could not have occurred without the sharing of information and knowledge brought about by books and printing. These popularized the abilities to shift information and experience in time and space on a mass scale. Books allowed people to share experiences with others whom they never met and who would recount their experiences at anytime-even repeatedly and printing meant that books could be produced in unimagined numbers. It was the dissemination of information through time and across space that allowed the Scientific Revolution to occur (several decades after the development of the printing press).
Revolution #5: Broadcast Media. Broadcast media of all kinds (primarily radio, movies, and television) allowed messages to be communicated on a scale never before experienced and to contact multiple senses in a rich manner. This was key to the control of people, as well as their liberation (depending on the message and the circumstances).
Revolution #6: Interactivity. Communication, understanding, and interaction are the most pressing issues of our times and this next Revolution (call it Digital or Interactive) will stall at its present state until we (ultimately as a society) develop the skills with which to grow our capacities for communicating better. Building tools that allow true interaction and participation (instead of clicking at screens for more mass-produced data) will allow people to create and speak for themselves, sharing their thoughts, opinions, and knowledge. These are the blocks on which we can build the future but this foundation cannot be created with traditional, passive, and non-participatory media.
Revolution #7: The Mechanics of Understanding. Communication is viral in nature, functioning as an ecosystem of ideas much the way that genes compete in the gene pool. In essence, information is alive. This interpretation is quite accurate and offers rich analogies with which to reinterpret how people communicate. These new understandings will not only reshape all communication disciplines, including: advertising, education, marketing, and media production, but will eventually reshape all communication and society (as every new revolution does).Data is not information, it is an immediately perceived stimulus that doesn't convey a complete concept. When people are forced to work with data instead of more advanced, meaningful communications, they are prevented from making successful decisions. Keeping information out of the hands and minds of people relegates them to the same status and capabilities as the machinery we also develop to deal with data.
Data is the goal of research and creation (writing, etc.) and should not be presented to general audiences or sold as products because without organization and presentation it is mostly meaningless and valueless. This is the value that publishers, producers, and directors add in their creations. It is what differentiates good speakers and conversationalists from bad ones and makes some people more influential and affecting than others.
Data is without context and this is what differentiates it from information. Well-designed cognitive models can help add context to data and make it clear and informative. These, however, vary with each audience, medium, and set of content. This is why it is often difficult for people to communicate with each other. It is almost always necessary to question the source and the medium of data and this is why context is so important. For example, CNN's Factoids are devoid of meaning or use and function as filler that causes more frustration and noise and degrades communication.
Before Guttenberg, the primary mode people encountered data was by hearing speech and experiencing visual events. Sometime after Guttenberg's printing press, reading became the primary mode, first for scholars and later for society in general.
Cultural Literacy is an exercise in data memorization and not information skills.
Examples
Data Tools and how to use them
Data Tactics and Strategies and how to employ them"Everyone gets so much information all day long, that they lose their common sense." -Gertrude Stein
Information is, by definition, informing. This is what separates it from data, and from the bulk of what we experience everyday. Information represents a complete idea, no matter how large or small the unit. Memes are a new way of describing information.
This is the level that most people must start with in order to better understand communication.
Information is produced from the organization, arrangement, and presentation of data so that it can be communicated well. Information design skills are primarily used here. We have numerous, good tools and techniques to deal with data of all kinds, but have few and poorly understood tools to create information. Largely, these are rarely taught skills because they seem to obvious to ever bother instructing. The very form of the presentation and organization can change the meaning of the data and the message. The Vietnam War Memorial in D.C. is an example of this. In any other form, the message would not be communicated with the same power.
Information is the realm of both consumers and producers. The term, "pro-sumer," applies to information precisely because almost everyone uses it and creates it in some form.
Some information is valuable because of its exclusivity, while other information has value due to its familiarity ,abundance, or scarcity.
Managers of Information Systems (MIS directors), Information Technology (IT), and Chief Information Officers (CIOs) are mislabeled since they only concern themselves with data tools and techniques and rarely address information needs.
Problems with media accuracy have been accelerated due to technological advances.
Examples
Information Tools and how to use them
Information Tactics and Strategies and how to employ them"When asked what single event was most important in developing the theory of relativity, Einstein is reported to have answered that it was discovering how to think about the problem." -Men, Women, Messages, and Media, pg. 169
Knowledge is gained from the act of experiencing information. It is an active, dynamic, and adaptive process. It is the goal of experience and education. This is mainly the realm of Interaction Design (the creation of experiences for others).
Point of view and authority have value in both the creation and the presentation of knowledge.
Opinions help us by temporarily substituting for knowledge. Stereotypes are opinions that have become permanent instead of provisional substitutes and therefore are barriers against future experiences and new evidence.
It isn't necessarily important to know everything but to find what you need when you need it. Ideally, everyone should serve as information filters for those around them.
Knowledge is used to shrink time and space in a variety of ways (training, telephones, skill, etc.).
Basic knowledge acquisition skills include: reading, writing, speaking, listening, mathematics, logic, media literacy (visual, aural, oral, etc.).
Technical knowledge skills include: decision making, problem solving, creativity, learning how to learn.
We won't be able to codify knowledge (and certainly not Wisdom) until we better understand the human mind. How do we codify human thought into "artificial intelligence" without understanding how we think first? Anything we do know, we (more than likely) can, in time, develop algorithms to codify the processes we understand so that machines can duplicate (or at least follow) them. Our own thinking processes may, in fact, already be algorithmic-perhaps in a holographic sense-but we are far from unraveling the rules.
It is the field and tradition of performance and the performing arts that will offer the understandings necessary to develop engaging, informing experiences. Just as the last decade saw a "revenge" or sorts by "nerds" or technically astute individuals, the next decade will see an increased influence an reliance on those who have training an experience in the performing arts.
Examples
Knowledge Tools and how to use them
Knowledge Tactics and Strategies and how to employ themWisdom is the experiencing of knowledge and remembering how it is used. It is the discovery of patterns in interactions an experiences that can be applied to different situations and other contexts.
Wisdom is a personal experience and cannot be directly forced or instructed. Although it is a slightly different process for each person, there are some general principles that can be taught and used: interpretation, contemplation, and introspection. It is gained primarily through comparison with other events and experiences, and thus, the number and type of life experiences gained is important to learning and becoming wiser.
One way to become wiser is to look for patterns. Another is to learn to trust your eyes in the face of data or authority that seems contradictory or inaccurate. This is especially useful when watching commercials and televised news. However, we must always be open to changing our understandings in light of new experiences in order to grow.
Wisdom is the goal of interaction, life, and action.
Examples
Wisdom Tools and how to use them
Wisdom Tactics/Strategies and how to employ themInteractivity is the culmination of these levels of information. It is the mechanism for both knowledge and wisdom to be acquired. Information is also fairly poorly understood at this time. Its meaning is evolving rapidly but there are some patterns that have already become apparent.
"Multimedia" has been around for a long time in many different media. Books with both pictures and text qualify, as do movies with both image and music. What is new in the Information Age is that "new media" is interactive. Before, most rich-media experiences-certainly those with high-technology-were essentially, non-interactive.
Interactivity is a spectrum from passive experiences to interactive ones. Passive experiences tend to have low audience control, response, and feedback like with lectures, television, and movies. Interactive experiences tend to have high audience control, response, and feedback (like conversations, sex, and sports. Interactive experiences also tend to be sensorially richer.
Good communication relies on employing the correct level of interactivity for the messages, content, context, medium, and audience.
Because different people have different modes of learning and experiencing, it is best to plan for a variety of interactions and experiences when possible.
Adaptive techniques will create more compelling experiences and communications. These help the message change depending on the behavior of the audience. Good storytellers do this instinctively, but all forms of communications (whether real-time or real-space, print or electronic) as use these techniques for better communication. Agents, artificial intelligences, and pseudo-intelligences are all examples of adaptive techniques.
Interaction isn't always appropriate. It is usually more difficult to create, implement, and use and audiences don't always want experiences that are completely self-driven.
The development of an Experience Taxonomy will help define the components of experiences and lead to a better understanding of interaction.
Producers of interactive experiences often misunderstand their competitors. Their products must compete with the entire spectrum of interactive experiences and not just within a specific medium.Information is a form of life one level more complex than biological life.
Communication is viral in nature, using ideas (or memes) much like biological systems use genes. By understanding how biological systems function, a new understanding of understanding can be developed that more accurately reflects how information spreads.Technology is NOT the issue-people's needs and behaviors are.
We need to develop information tools and techniques in order to usher in the Information Age. Without these tools and techniques, we will be stuck in the Age of Data.
The disciplines of Information and Interaction Designs provide the very tools with which to transform the Age of Data into the Information Age. These apply to print media, electronic media, and real-time/real-space performances and interactions.
History shows us the importance of these developments and how to make the most of them.
We must create taxonomies of communication, experiences, and sensations in order to fully understand the nature of human information.
Long term solutions are needed (except where personal freedoms are concerned).
These issues must be understood and taught if we are to develop a culture that can grow beyond our present limits.
No great advancement-certainly no revolution-can take place without the participation of many people.Annotated Appendix 1: Information Tools
Learning how to make use of the tools of information creation, storage, transmission, and processing allows you to become more self-reliant and increase you understanding of the processes around you while decreasing your information anxiety.
How to use these tools is more important than having them reaily available or knowing how they work. These tools are only optional in most cases and not prerequesites to participating in the Information Age.
Many people see these tools only in terms of their technology and, therefore, not for their innovative uses.
Tools: Copier, library, telephone (cellular, corporate, portable or home), TV, radio, newspapers, camcorders, VCRs, paints, dictating machines, organizers/DayTimers, books, call-waiting, answering machines, voice mail, personal computers, a variety of software, databases, online services, book stores (used, university, technical, etc...), online services, the Internet, the WebAnnotated Appendix 2: Information Tactics
These tactics are mostly about people's behaviors with regard to communication and information. These are tactics readers can use to communicate more effectively as well as to counteract poor or strategic communications.
You can fight misinformation, noninformation, and disinformation with tactics that help separate the useful from the deceiving. Also, these tactics will help you structure your own communications for more effective reaction.
Controlling Access ("need to know"): Economic, Technological, Political
Censure
Secrecy
Masked Sources
Control of transmission
Controlled leaks (intentional and unintentional)
Forced knowledge
Omission (leaving out key, important things)
Propaganda
Agitation
Integration
Generalization
Vapor
Dribble
Timing
Big Lies
Source citation
Manipulative questioning (what you measure is what you get)
Examining Assumptions
Guilt by association
Accuracy
Three citations and it's true rule
Best Source rule
Information Overload (Tidal Wave)
Incomplete use of Info
Information Warfare and Terrorism, viruses, Trojan horses...Bibliography (organized by category)
Glossary
IndexThere are a few audiences for this book. The major ones are listed below in descending order of importance. Note that this information is repeated and expanded in the accompanying marketing and publicity document and includes target conferences, prominent people, possible reviewers, and target publications for each of these audiences. This can serve to both fill out the description of the audiences as well as function as a contact list for reviews and promotion. There are no specific age groups targeted. Instead, the divisions of audience are drawn along lines of interest and experience. While these may have a bias toward some ages and classes, the information is not, itself, biased.
Technologists
Technologists are those professionals involved directly and in a variety of ways with the creation, deployment, development, and use of technological innovations. These are people who are on "the cutting edge" of various industries and generally view technology as either benign or positive. However, they are the most vocal and frustrated users since they see clearest the problems that are not addressed (and often not addressable) by current technologies and implementations. This book is designed to help them understand why simply installing technological fixes cannot be successful without also addressing sociological and personal issues. This audience will have no problem with technical jargon but cannot recognize the patterns in current technological society with those of the past, and apply these to their work. They warmly welcome insight and advice that helps them to see things in new ways and be more effective but they have a built-in skepticism and often cynicism that needs to be satisfied. They are constantly looking for ways of integrating their understanding of the technology with the larger trends in business, industry, and culture.
Business Professionals
Business professionals are constantly searching for deeper understandings and insight that they can apply to their businesses and business relationships. They are a huge, active market that attend seminars, read (or at least skim) voraciously, and converse among themselves. They think little of spending money on these needs if they can be offered some hope of performing their tasks better. Business professionals feel they need to stay on top of the changes in their markets and their lives but are increasingly confused, disillusioned, and frustrated with the changes around them. These people will find insights on the state of their industries, the affects of social change on their business, and personal lives and helpful observations that will change their view of events happening around them. This market includes marketing and advertising professionals at all levels (executives as well as producers) -especially those in corporate "visionary" roles who set direction for their companies. However, all types of business people, from salespeople to executives, assistants to producers will find help understanding the nature of changes affecting their work.
Educators, Researchers, and Students
Educators and students interested in the patterns of societal change as well as those just graduating and entering the work force will find insights that help them make sense of the job market and the behavior of the media. These include professors and students of Anthropology, Economics, Business, Political Science, Psychology, Sociology, Media, and Education. This book would also be appropriate for course adoption in colleges, universities, and business schools in the above disciplines. This book could serve as an overview text for courses dealing with societal change. It would not be appropriate for in-depth theoretical theory but is ideal for introductory and survey courses.
Previously Marginalized Groups
Women, minorities of both class and race, elderly people, and children continue to experience various types of under-representation and disenfranchisement. This is due, in part, to the dominant culture having a history of control by white, middle- and upper-class men, but also reflects the lack of opportunity for understanding these changes afforded to those not in "control." Fortunately, even those in dominant positions are having trouble understanding the changes in our society at all levels so the opportunities for action are somewhat more equal. While the contents of the book doesn't focus on class, age, and gender issues, it does address these issues at times and points out opportunities that all people can take part in. These changes affect everyone and should address everyone.
International Professionals
This book is just as relevant to other "developed" countries as it is to the USA. In addition, even companies, individuals, and institutions not experiencing the same changes as "Western" countries can benefit from the insight available about communication, technology, society, and development. In the "developed" world, it would be especially relevant in the Japanese market as there is a demonstrated interest in the subject of societal change and information dynamics (Information Anxiety was a bestseller there). There should also be interest throughout Europe-especially in Great Britain and possibly Scandinavia. Outside this sphere, the interest will come from forward-thinking organizations (whether companies or institutions) who are looking for direction and understanding about the mechanisms of information within their borders.
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