In the Beginning was Information

system must have been created by an intelligent being (Figures 23and 24, Chapter 7).4.4 The Fourth Level of Information: PragmaticsLet us again consider book B mentioned initially to help us understandthe nature of the next level. There is a Russian saying that“The effect of words can last one hour, but a book serves as a perpetualreminder”. Books can have lasting effects. After one hasread a software manual, for example, one can use the describedsystem. Many people who read the Bible are moved to act inentirely new ways. In this regard Blaise Pascal said: “There areenough passages in Scripture to comfort people in all spheres oflife, and there are enough passages that can horrify them.” Informationalways leads to some action, although, for our purposes, itis immaterial whether the recipient acts according to the sender’swishes, responds negatively, or ignores it. It often happens thateven a concise but striking promotional slogan for a washing powdercan result in a preference for that brand.Up to the semantic level the purpose the sender has with the transmittedinformation is not considered. But every transmission ofinformation indicates that the sender has some purpose in mind forthe recipient. In order to achieve the intended result, the senderdescribes the actions required of the recipient to bring him toimplement the desired purpose. We have now reached an entirelynew level of information, called pragmatics (Greek pragmatike =the art of doing the right thing; taking action).Some examples of pragmatic aspects are 14 :14 Minister for semantics: Former US President Harry S. Truman (1884 – 1972)once wrote the following facetious circular: “I have recently appointed a Ministerfor Semantics – a very important portfolio. His task is to provide me withexpressions that appear to be heavy with meaning, to teach me how one can sayyes and no in one sentence without becoming entangled in contradictions, towork out a word combination which will make me appear to be against inflationin San Francisco, and supporting inflation in New York, and, finally, toshow me how one could wrap oneself in silence but still tell all. You will agree73