In this work, we develop the “Multi-Agent, Multi-Attitude” (MAMA) model which incorporates several key factors of attitude diffusion: (1) multiple, interacting attitudes; (2) social influence between individuals; and (3) media influence. All three components have strong support from the social science community.

so number one uh societal transformation is necessary if we're to avoid catastroph catastrophe and maintain and improve social and ecological well-being 00:18:00 that's the starting that's this that's where this whole thing starts that's something that's transformation is necessary number two uh one kind of societal transformation is is a science driven transformation 00:18:13 you know you can imagine all kinds of there could be war uh revolution could be a a type of of transformation and i'm not talking about revolution here i'm talking about a science-driven 00:18:24 evidence-based uh development of and migration to fundamentally new systems so we're talking about dinovo de novo design from scratch right this is so we're not 00:18:38 improving uh capitalism for example or represented democracy where we're looking at conceivable de novo designs that might be fit or among the most 00:18:52 fit of all possible designs number three is uh now um you know if i were a genius which which i'm not but if i were a genius and i came up with the 00:19:05 greatest plan that everyone could you know we could rearrange society according to this you know this design uh if there were no way to a practical way to implement that then i would have been wasting my time 00:19:19 so a big part of this series is actually especially paper number two is really focused on what what is a how could this actually be done in the real world how can how can you do this 00:19:32 um so i i claim at least that there is a viable and affordable uh way to go about transformation that within a reasonable span of time 00:19:44 uh and i and i when i consider 50 a 50-year program here to be a reasonable span of time transformation could spread to near global levels so um you know we're talking about a 00:19:57 concerted effort over a long period of time to reach a global scale change but that does not mean that no change happens until the 49th year it means that change happens 00:20:11 exponentially fast so maybe in the first few years there's you know there's not a lot going on but it goes exponentially fast from there and those communities local communities that participate in this 00:20:24 r d program would be obviously be the first to reap the benefits uh number four the and this is maybe one of the key world view aspects of this paper number one is all 00:20:37 about world view the proposed program views society as a cognitive organism and its societal systems as a cognitive architecture so you know that 00:20:50 if indeed society is a cognitive organism and ours and our systems are part of the cognitive architecture that already lends itself to ideas of how you might measure fitness now you're starting 00:21:02 we're starting to get an idea of what is a system supposed to do so we'll be getting more into that today number five the intrinsic purpose of a society now obviously if we're going to 00:21:17 build a new system we have to know for what is a new system supposed to do like what is an economic system supposed to do what is a governance system supposed to do what is the what is the purpose of them so uh uh 00:21:30 purpose is also a big part of the world view in the first paper and the i one of the points of the fifth point is that the intrinsic purpose of a society of societal uh cognition and thus also of societal 00:21:42 systems is to achieve and sustainably maintain social and economic ecological viability and vitality probably broadly defined now if you're listening carefully and 00:21:55 you're of the active inference persuasion you'll you'll already see active inference in here when i talk when we talk about um sustainably maintain that means and 00:22:07 anticipation of the future all right uh i also say here the cognition is largely focused on reducing the uncertainty that our intrinsic purpose will be successfully fulfilled 00:22:22 now and in the expected future so uh again we have a concept from active inference that is uncertainty um the cognitive view opens up many new opportunities for research 00:22:35 and and i feel like this view is really critical if we are to truly uh have some kind of of 00:22:46 optimally beneficial societal systems and uh number seven the last one this proposed r d program like i already mentioned it represents uh it's conceptual now but it represents a partnership 00:23:03 between local communities and the global science community um and the you know neither of those are monolithic the global science 00:23:15 community is you know it was a whatever however you might want to envision it a hundred labs or a thousand labs around the world or individual researchers or groups of researcher teams interdisciplinary teams at one 00:23:28 institution teams across institutions that is what i'm that is really who i'm speaking i'm in the in this series i'm speaking to the science world and i'm 00:23:38 suggesting or offering or or you know hoping that the science community might find this perspective interesting and see the the benefits that would be the 00:23:53 scientific benefits that would come of this the the research gains that would come of this the possibilities that would come of this and and and get engaged right so it's kind of a 00:24:06 like i'm asking the science community to get engaged in this problem in it and in a particular kind of way and in what some people have called a second to you know whatever the phrase escapes me 00:24:19 in the moment so i forget what the uh what is the title their second second i'm gonna just call it second order science but i think there's a slightly different phrase very interesting i remember reading this 00:24:36 second order yeah yeah second order science

The question, 'What is library and information science?' does not elicit responses of the same internal conceptual coherence as similar inquiries as to the nature of other fields, e.g., 'What is chemistry?', 'What is economics?', 'What is medicine?' Each of those fields, though broad in scope, has clear ties to basic concerns of their field. [...] Neither LIS theory nor practice is perceived to be monolithic nor unified by a common literature or set of professional skills. Occasionally, LIS scholars (many of whom do not self-identify as members of an interreading LIS community, or prefer names other than LIS), attempt, but are unable, to find core concepts in common