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knowledge
In the first of a series of articles on self-signifying knowledge, Jan Wyllie
discusses the philosophy of interpretation and narrative.
“What the overemphasis on the idea of content entails is the perennial, never
consummated project of interpretation.”
“Like the fumes of the automobile and of heavy industry which befoul the
urban atmosphere, the effusion of interpretations … today poisons our
sensibilities.”
This kind of echoing process, which takes up so much time and effort by
knowledge workers, leads to what Dave Snowden, founder of Cognitive Edge
calls “entrainment”, often blinding them to the significance of new knowledge
and/or experience. It was Karl Popper’s insight that scientific theories can
never be proved; only falsified. For Popper, the high rate with which scientific
theories are found to be untrue is a sign of the strength of the scientific
method, not a weakness.
The analytical tools of cause and effect can be all too quickly swamped by
complexity, making them a very dangerous basis on which to determine what
is significant and thence to make decisions. The consequences are a plethora
of misjudgements and mistakes contributing to the environmental and
economic devastation that we see almost everywhere we look.
Google and its ilk are increasingly highlighting the issues of information
overload and knowledge incoherence as increasingly acute and unsolved
problems. Twitter, with people following each others other’s tweets in the tens
of thousands, is turning it into a crisis, while pointing towards an adaptation,
which some are even saying is a new reflective faculty of human
consciousness.
Significance would no longer be hidden in the content, but would emerge from
the patterns of content without interpretation (a process Dave Snowden calls
“disintermediation”). Meaning would no longer be exclusively hidden in
content, something to be revealed by interpretation; it is also in the
significance inferred from studying form (structure) of content flows – inferring
what the data could be signifying and where it points to, rather than
interpreting where it came from. The object of the study is the form of
information, not its content. And once an information flow had been
formalised, it could be analysed statistically in meaningful ways. The output
would be literally self-signifying (to use yet another Snowden term).
The most important thing about inferences made from self-signifying data
would be that it would enable people to ask different kinds of questions at the
same time as providing statistical indicators suggesting (changing) answers.
What kind of questions? Questions like: ‘What will the future of consumerism
be?’ (See sidebar, page 15).
But what about the content of the material being analysed? It would still exist
as the source of the analysis, but its role would change from being something
to interpret or agree or disagree with, to being its significance as an indicator
in a meta-analysis. Of course, if the analysis is not to occur in a complete
vacuum, reference would have to be made to what sources are saying.
Here great care would have to be given to ensure that the content is reported
as evidence, rather than interpreted as meaning something. Quoting
representative sentences, rather than rewriting them, would be a useful
strategy. Indirect language where the ‘I’-word is never used would be another.
As for the inferences that can be made on the basis of this data, they would
derive first from the patterns of information in the flows of data. The ability to
compare flows over differing periods of time would enable a high degree of
cross checking between flows as an ongoing means of verifying or falsifying
inferences.
A bit like markets and indeed the ‘real world’, the world of self-signifying data
would not be controlled. It would be a world of both trends and surprises
independent from the hurly burly of interpretation. That is not to say that it
would have any greater claim to truth, which is a questionable concept in
itself. Like any scientific data, self-signifying data would be simply another
facet of human reality.
Susan Sontag was asking for a new language to describe the forms of
communications flow. Unlike entrained thought, which closes off possibilities
and questions in its quest for truth through interpretation, the magic of
language is that it can describe and classify instances, while at the same time
being open so that it can describe new unthought of possibilities. Even highly
simplified, artificial languages, such as computer programming codes, can
create vast numbers of applications that were not even conceived by the
language creators.
Pioneering practice
Self-signifying knowledge practices do, in fact, exist. They have been outside
human experience until recently, other than by a few pioneers who, by
definition, were ahead of their time.
Various disciplines under the heading of content analysis have been have
been working successfully in this way since the 1930s. For example, Allied
intelligence agencies were able to infer German troop movements in World
War Two from a statistical analysis of public train timetables.
Eugene Garfield’s Science Citation Index, which counts the number of times
scientific papers are quoted in other scientific papers – when, by whom and
about what – has been an important influence on scientific thought for nearly
40 years. The self-signifying data that it generates has enabled scientists to
see new patterns of thinking emerging, which would have been simply
impossible using traditional methods of interpretation.
In the UK, two companies have been working in the field of generating self
signifying data for years – Cognitive Edge (formerly Cynfyn)1 and Open
Intelligence (formerly Trend Monitor).2
According to Snowden, Cognitive Edge conceives of language, not as a deep
structure, nor a mental model, nor even a semantic network, but as another
example of a co-evolving, complex adaptive system. People use language to
make up and tell each other narratives of their experience using a wide variety
of media. For Cognitive Edge, these narratives or stories, along with how the
tellers feel about them, are the source of the self-signifying indicators about a
group’s thinking.
How is it done? The first step is the collection of stories, ‘narrative fragments’,
as they are termed. Narratives are collected from groups of people and/or (I
presume) different types of media. At this point, all that exists is content that
would, in the traditional way, have to be read and interpreted for any of its
significance to be appreciated.
“I would characterise the leadership behaviour in this story as: altruistic (top of
triangle); assertive (bottom left); analytical (bottom right).”
All the user has to do is to move their mouse to position a the round indicator
at the place within the triangle which best represents their view of the
significance of the underlying story. The neat thing is that this self-signifying
triangulation yields a three-dimensional graphic, which signifies without any
intermediaries or interpretation what different groups think about questions,
where they might be open to change, and where they might resist. This
knowledge can then be used by client organisations to manage change using
what are called ‘safe-fail’ interventions.
All a user needs to know is how to do it, requiring a three-day training course,
and SenseMaker software. The business model seems to consist of an
income stream from signing up trainees for accredition, then using the
accredited Sensemaker practitioners to sell bespoke software applications
into big organisations. Come to think of it, doesn’t IBM do that? This is not
surprising since the company was originally a 1980s management spin-off
from IBM.
Snowden emphasises that the really hard work is in designing the questions,
especially ones with a meaningful triadic structure. He speaks of hiring
anthropologists by the man-year on one project. On the other hand, he says,
children use implementations to produce significant results as well as, if not
better than, adults.
Like Cognitive Edge, Open Intelligence also has stories as its source. The raw
material, from which the self-signifying indicators are extracted, is what is
being said traditionally in published sources, now increasingly in blogs and
potentially in real-time tweets.
Key phrases and links to the source publisher are classified using a faceted
schema currently designed to capture data on the subjects of economy, the
environment and energy. The result is to be able to measure information flows
through channels pertinent to useful questions, such as
consumers/attitudes/change, or economy/risks, or business/opportunities.
Unlike most taxonomies which are designed to help users retrieve documents
to be interpreted, Open Intelligence’s schemas are designed with the purpose
of posing useful questions to the sources, generating indicators that directly
show significant changes in coverage patterns. Trends in coverage can be
reported and inferences drawn by analysts.
Open Intelligence is also developing its own Web 2.0 database application,
which not only enables groups to share intuitively common facted
classification schemas when collecting, analysing and synthesising source
material, but also displays information flows in real time, in standard-time
series graphical formats. The software is now in its alpha test phase. Until this
software becomes available, Open Intelligence
(www.openintelligence.wordpress.com) is using Amplify, (www.amplify.com)
as a Web 2.0 repository for its current self-signifying data collection. Even in
collection mode it provides a free key quotes clipping service for those
interested in the subjects that it covers.
When its software becomes bullet proof, Open Intelligence aims to tap the
intellectual potential of social networks to build collections of classified self-
signifying data, open and free for all to see.
While both Cognitive Edge and Open Intelligence have been around in
various forms for years, in the past few months a whole slew of self-signifying
data providers have sprung up in the ‘Twitterverse’ with names, such as
NewsTrendz and Trendrr. Although as applications they are very primitive,
they are bringing the issue of self-signifying knowledge to the wider public.
These software services and their implications will be reviewed in the next
article on self signifying knowledge.
Notes
1. The description of the work of Cognitive Edge is based on an interpretation
of a talk given by Dave Snowden to the International Society for Knowledge
Organisation (ISKO UK), on April 23, 2009. Given that all interpretation is
subject to degrees of misinterpretation, the sense that I made of it might not
be quite the same as Dave’s. So apologies for any misinterpretation, but
thanks for the sense;
2. The description of the work of Open Intelligence derives from direct
experience, so is not an interpretation, but is a report;
3. Susan Sontag was one of the most important American thinkers of the
secnd half of the 20th century. In a long career, she authored numerous
books and articles about Western culture and modes of communication. She
was always mistrustful of fashionable beliefs and once wrote that: "The most
interesting ideas are heresies".
ASSETS:
Housing; and
Savings.
INCOME:
Employment; and
Pay and conditions.
EXPENDITURE:
Debt repayments;
Spending; and
Taxation.
ATTITUDE:
Change; and
Confidence.
In October 2002, in the early days of the ‘Goldilocks economy’, the report
inferred that:
Now six years later, we are in the process of writing an update using a year’s
worth of material from more or less the same sources and using exactly the
same schema. It is hardly surprising that the consumer balance sheet looks a
lot worse now than it did in 2003. However, once again, it is the
ATTITUDE/Change category that holds the most interesting data.
Not only has the category grown enormously, both in absolute numbers and
compared to consumer coverage as a whole, but thrift is now portrayed as a
mainstream, rather than a marginal activity. Even more fascinating is that
analysis has founded new information flows under ‘conscience’, ‘satiation’,
‘self-reliance’, ‘personal development’, ‘health’, ‘crime’, ‘post-consumer
economics’ and (gulp) ‘revolution’.
One possible inference from this data is that the ‘recovery’ is under increasing
threat from significant consumer attitude change.