Do not try and spin the story. That's impossible. Instead only try to realize the truth.

What truth?

There is no spin.

There is no spin?

Then you'll see that it is not the story that spins, it is only yourself.

Fundamentalism -- the idea that information is a fundamental particle and makes up knowledge, which in turn makes up wisdom -- is problematic.

"Information is something we create, not something we find as substance in the world."

"Information comes with a brand."

Prof. Tarleton Gillespie, communication, called Duguid's use of the word "brand" within the context of information "a bold move, a deliberately bold move." Duguid is taking the idea of brands from the commercial arena and putting it in a space where people don't like to think about it, Gillespie said.