The Social Life of Information

Citation

Newlen, R.R. (2001), "The Social Life of Information", The Bottom Line, Vol. 14 No. 3. https://doi.org/10.1108/bl.2001.17014cae.002

The Social Life of Information

The Social Life of Information

Brown J.S. and Duguid P.Harvard Business School PressOxford2000Keywords: Technological change, Personnel’management, Information

This highly readable collection of essays by noted scientist John Seeley Brown and historian Paul Duguid is developed around "the idea that information and individuals are inevitably and always part of rich social networks". The authors, self-professed enthusiasts for technology, challenge those futurologists focused on information-driven technologies that ignore the need for context, background and history.

Without recognition of what Brown and Duguid refer to as the "social periphery", i.e. communities, organisations and other human institutions, new technologies are inevitably doomed to failure. Examples abound as they examine the home office, the impact of technology on learning, re-engineering of offices to accommodate new technologies, the paperless office, among others. Although they modestly claim to raise more questions than answers, the authors actually suggest a number of well-articulated solutions. They also succeed in avoiding the shrillness of other vocal technology pundits such as Clifford Stoll.

One of the most engaging chapters is entitled "Home Alone" where the authors provide excellent, and sometimes hilarious, examples of what happens when the human element is not adequately factored into the introduction of a new technology. One example is Chiat/Dat, the cutting edge advertising agency, which introduced an unusual office arrangement "based on the simple principle that no one should have a room of his or her own". As employees arrived at the office, they would check out a laptop and a cell phone and find a place to sit. In fact, employees were encouraged not to sit in the same place every day. Any extraneous materials like books or files had to be stowed away in lockers each night. Intended to keep staff on the creative edge and promote exchange of information, "all reports suggest that it primarily just kept them on the edge". Chaos ensued and employees rebelled by stuffing their car trunks with needed files and refused to turn in their laptops and cell phones. Turf wars broke out as staff competed for the best space and the concept was eventually abandoned. In this as well as other cases, the authors advocate for more thoughtful consideration of design and for human consultation.

Library educators and academic librarians will find the chapter entitled "Re-education" of particular interest. While acknowledging the value of distance learning, the authors raise many concerns. They ultimately conclude that "the technological reach that conquers distance doesn't necessarily provide the reciprocity that allows people to form, join or participate in worthwhile learning communities". Again, they stress the social context for information is key.

While the authors don't specifically address technology issues facing libraries, librarians will find these essays to be especially thought-provoking and reassuring. Librarians have long understood the importance of "bricks and mortar" institutions and the critical social role they play in the life of a community. One surmises that Brown and Duguid would be highly effective advocates for the traditional library and their cautions about technology should not be ignored. One hopes that The Social Life of Information will reach a broad audience.

Robert R. NewlenLibrary of Congress