1. 9.9.2015Pres 1 Media, Information Marketing, Public Relations Informatics part: Information marketing – 1 Overview Tutor: doc. Ing. Jan Skrbek, Dr. e-mail: jan.skrbek@tul.cz

2. 9.9.2015Pres 1 The Information Environment Lecture Outline Broad overview on information what it is where it came from where it is going

3. 9.9.2015Pres 1 The Information Environment  In the past, the three classic economic factors of production were land, labor and capital.  Now, they are eclipsed by another factor of production - information.  Peter Drucker: “Information has become the central capital, the cost center and the crucial resource of the economy.”

4. 9.9.2015Pres 1 The Information Environment What is Information? Claude Shannon (1949): “ Data that reduces uncertainty”. Data that is accurate and timely, specific and organized for a purpose, presented within a context that gives it meaning and relevance, and can lead to an increase in understanding and decrease in uncertainty. Information is valuable because it can affect behavior, a decision, or an outcome. A piece of information is considered valueless if, after receiving it, things remain unchanged. “Information is news that makes a difference. If it doesn’t make a difference, it is not information.”

5. 9.9.2015Pres 1 The Information Environment What is Communication? “Communications” - distribution of information (data) “Telecommunication” - the electronic distribution of information (data) “Media” - the means of communication “Media Firms” - institutions that produce and distribute information

6. 9.9.2015Pres 1 The Information Environment What are the unusual economic properties of information? 1. Information is Cumulative “You can wise up, but you can’t wise down.” Implications:  The world is getting smarter, even if individuals are not smarter  Offset to the world’s using up of energy and resources

7. 9.9.2015Pres 1 The Information Environment 2. Difficult to control access to information Implications:  Pricing often difficult  Price-discrimination hard 3. Information has often low marginal cost and high fixed costs Implications:  Competitive prices can be unprofitable  Incentives to piracy

8. 9.9.2015Pres 1 The Information Environment 4. Non-rival consumption of information often possible Implications:  Difficult to establish property rights  Some information therefore is generated publicly

9. 9.9.2015Pres 1 Three revolutionary brakes, specified human aspects of IT: specified human aspects of IT: + 1. Form and using the language (approx. 40 thousands years ago); possibility to express information through symbolic data 2. Creation and use of writ (characters) (approx. 6 thousands years ago); - storage and sharing of information among people, printing 3. Invention and application of computers, binary coding, formal presentation of any information

10. 9.9.2015Pres 1 The Information Environment Language Sound language more practical than signs Most languages have about 45 phonemes “Words”: commonly understood sound patterns. Language: shared vocabulary, syntax and grammar. 3,500 languages in the world, 28 in Europe.

11. 9.9.2015Pres 1 The Information Environment Language No chance for full understamnding and translation among languages Synonyms with a different meaning Arabic language: lion – 500, fox – 200, sword (saber) – 1000… Best example: camel The arabics expert Hammer found 5644 words associated with "camel„ (http://www.e-islam.cz/content/z%C3%A1kladn%C3%AD-informace-o-arab%C5%A1tin%C4%9B.

12. 9.9.2015Pres 1 Three revolutionary brakes, specified human aspects of IT: specified human aspects of IT: + 1. Form and using the language (approx. 30 to 40 thousand years ago); possibility to express information through symbolic data 2. Creation and use of writ (characters) (approx. 6 thousands years ago); - storage and sharing of information among people, printing 3. Invention and application of computers, binary coding, formal presentation of any information

13. 9.9.2015Pres 1 The Information Environment Writing Why? Sounds cannot easily be transmitted across space and across time. Two ways to record language:  record meaning (symbols, ideograms) independent of language  record sounds simpler to learn

14. 9.9.2015Pres 1 The Information Environment Writing (cont.) Sumeria around 3600 BC. - Pictographic Phoenicia about 1,000 BC. - sound alphabet Greek, Rome: adopt and modify it Slow evolution: vocabulary Rapid evolution: production and distribution

15. 9.9.2015Pres 1 Three revolutionary brakes, specified human aspects of IT: specified human aspects of IT: + 1. Form and using the language (approx. 30 to 40 thousand years ago); possibility to express information by characters 2. Creation and use of characters (fonts) (approx. 6 thousand years ago); - storage and sharing of information between people, printing 3. Invention and application of computers, binary coding, formal presentation of any information

16. 9.9.2015Pres 1 Information Sector 1942 – first computer 1980 Computer industries 2000 E-environment The Information Environment

17. 9.9.2015Pres 1 Convergence Telecommunications Mass media Computer/Information systems Multimedia,… The Information Environment

18. 9.9.2015Pres 1 technicians/engineers designers of computing systems clerical staff journalists managers people of decision making human cognition Syntax rules - appropriate signals present symbols or sequence of symbols Semantics - sequences of symbols represent content Pragmatics - messages are interpreted (and used for decision making) based on consequence (meaning) - aim oriented transformation SIGNALS DATA MESSAGE (capta) INFORMATION Natural (physical) world Thinking - building of conceptual models of world + Levels of information

19. 9.9.2015Pres 1 Levels of information Data - Definitions a) Information in raw or unorganized form (such as alphabets, numbers, or symbols) that refer to, or represent, conditions, ideas, or objects. Data is limitless and present everywhere in the universe. b) Computers: Symbols or signals that are input, stored, and processed by a computer, for output as usable information.

20. Information + context = knowledge

21. Data/Facts Understanding Data, Information, Knowledge, … Independence on context Information Knowledge Intelligence (Wisdom) Understanding relations Understanding patterns Understanding principles Data

22.  Data set is not information  Information set is not knowledge  Knowledge set is not wisdom  …  Sum of wisdom could not be the truth Neil Fleming, 1996