9.9.2015pres 1 media, information marketing, public relations informatics part: information...

19.04.202319.04.2023 Pres 1Pres 1

Media, Information Marketing, Media, Information Marketing, Public RelationsPublic Relations

Informatics part:Informatics part:

Information marketing – 1Information marketing – 1OverviewOverview

Tutor: doc. Ing. Jan Skrbek, Dr.Tutor: doc. Ing. Jan Skrbek, Dr.

e-mail: [email protected]: [email protected]

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The Information EnvironmentThe Information Environment

Lecture Outline

Broad overview on information•what it is•where it came from•where it is going

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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.”

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The Information EnvironmentThe Information EnvironmentWhat 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.”

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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

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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

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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

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4. Non-rival consumption of information often possible

Implications: Difficult to establish property rights Some information therefore is

generated publicly

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Three revolutionary brakes, Three revolutionary brakes, specified human aspects of IT:specified human aspects of IT:

1. 1. Form and using the language Form and using the language (approx. 40 thousands (approx. 40 thousands years ago); possibility to express information through years ago); possibility to express information through symbolic datasymbolic data

2. Creation and use of writ (characters) (approx. 6 thousands 2. Creation and use of writ (characters) (approx. 6 thousands years ago); - storage and sharing of information among people, years ago); - storage and sharing of information among people, printing printing

3. Invention and application of computers, binary coding, formal 3. Invention and application of computers, binary coding, formal presentation of any informationpresentation of any information

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Language

Sound language more practical than signsMost 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.

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Language

No chance for full understamnding and translation among languages

Synonyms with a different meaningArabic 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

.

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1. 1. Form and using the language (approx. 30 to 40 thousand Form and using the language (approx. 30 to 40 thousand years ago); possibility to express information through years ago); possibility to express information through symbolic datasymbolic data

2.2. Creation and use of writ (characters) (approx. 6 Creation and use of writ (characters) (approx. 6 thousands years ago); - storage and sharing of thousands years ago); - storage and sharing of information among people, printing information among people, printing

3.3. Invention and application of computers, binary coding, Invention and application of computers, binary coding, formal formal presentation of any informationpresentation of any information

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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

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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

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1. Form and using the language (approx. 30 to 40 thousand 1. Form and using the language (approx. 30 to 40 thousand years ago); possibility to express information by charactersyears ago); possibility to express information by characters

2. Creation and use of characters (fonts) (approx. 6 thousand 2. Creation and use of characters (fonts) (approx. 6 thousand years ago); - storage and sharing of information between years ago); - storage and sharing of information between people, printing people, printing

3. Invention and application of computers, binary coding, 3. Invention and application of computers, binary coding, formal formal presentation of any informationpresentation of any information

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Information Sector

1942 – first computer

1980 Computer industries

2000 E-environment


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Convergence• Telecommunications• Mass media• Computer/Information systems• Multimedia,…


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technicians/engineersdesigners of computing systems

clerical staffjournalists

managerspeople of decision making

human cognition

Syntax rules - appropriate signals presentsymbols 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

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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.

Information + context =Information + context =

knowledgeknowledge

Data/Facts Understanding

Data, Information, KnowledgeData, Information, Knowledge, …, …Independenceon context

Information

Knowledge

Intelligence(Wisdom)

Understanding relations

Understanding patterns

Understanding principles

Data

Data set is not informationData set is not information

Information set is not knowledgeInformation set is not knowledge

Knowledge set is not wisdomKnowledge set is not wisdom

……

Sum of wisdom could not be the Sum of wisdom could not be the truthtruth

Neil Fleming, 1996

9.9.2015pres 1 media, information marketing, public relations informatics part: information...

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