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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
19.04.202319.04.2023 Pres 1Pres 1
The Information EnvironmentThe 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.”
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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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The Information EnvironmentThe 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
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The Information EnvironmentThe 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
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The Information EnvironmentThe 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
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The Information EnvironmentThe Information Environment
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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The Information EnvironmentThe Information Environment
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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The Information EnvironmentThe Information Environment
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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Three revolutionary brakes, Three revolutionary brakes, specified human aspects of IT:specified human aspects of IT:
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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The Information EnvironmentThe 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
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The Information EnvironmentThe 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
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Three revolutionary brakes, Three revolutionary brakes, specified human aspects of IT:specified human aspects of IT:
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
The Information EnvironmentThe Information Environment
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Convergence• Telecommunications• Mass media• Computer/Information systems• Multimedia,…
The Information EnvironmentThe Information Environment
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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.
Data/Facts Understanding
Data, Information, KnowledgeData, Information, Knowledge, …, …Independenceon context
Information
Knowledge
Intelligence(Wisdom)
Understanding relations
Understanding patterns
Understanding principles
Data