Purpose: In line with the cognitive viewpoint on the phenomenon of information, the constructivist tradition based on Maturana and Varela’s theory of knowing, and some aspects of Shannon’s theory of communication, the purpose of this paper is to shed more light on the role of information, data, and knowledge in the cognitive system (domain) of the observer. Design/methodology/approach – In addition to the literature review, a proposed description of the communication and knowledge acquisition processes within the observer’s cognitive system/domain is elaborated. Findings: The paper recognizes communication and knowledge acquisition as separate processes based on two roles of information within the observer’s cognitive system, which are emphasized. The first role is connected with the appropriate communication aspects of Shannon’s theory related to encoding cognitive entities in the cognitive domain as data representations for calculating their informativeness. The second role involves establishing relations between cognitive entities encoded as data representations through the knowledge acquisition process in the observer’s cognitive domain. Originality/value – In this way, according to the cognitive viewpoint, communication and knowledge acquisition processes are recognized as important aspects of the cognitive process as a whole. In line with such a theoretical approach, the paper seeks to provide an extension of Shannon’s original idea, intending to involve the observer’s knowledge structure as an important framework for the deepening of information theory.

Key words: constructivism, data, communication process, information, knowledge, knowledge acquisition process, cognitive process, cognitive viewpoint.

Network direct selling organisations (NDSOs), for example GNLD and Avroy Shlain, exist in more than 70 countries and have more than 88 million members, who produce a global turnover of billions of US dollars annually. The most recent statistical information reveals that the vast majority of members do not earn significant income. Criticism of these organisations revolves around the ethicality of consumption, the commercialisation of personal relationships, and the exploitation of unrealistic expectations. This article summarises the theoretical developments in the study that informed it, and is based, in essence, on secondorder cybernetics as a methodology as well as a development in theory. It aims to show how communication creates networks that sustain an industry of this kind despite the improbability of its existence. The article concludes that individuals are composite unities of self-creating systems, and they co-create social systems by self-creating and co-creating meaning. Meaning is described as the continuous virtualisation and actualisation of potentialities that in turn coordinate individual and social systems’ actions. A communication process flow model is created and applied to provide a theoretical explanation for the existence of NDSOs as selfcreating systems.

The aim of this paper is to contribute to a theoretical and methodological platform for multidisciplinary research on multifunctional farming. With the notions of polyocular cognition and polyocular communication we introduce a second order, interdisciplinary communication process that can meet the challenge of creating a shared view on multifunctional farming by extending a multidimensional space of understanding. Polyocular communication must be based on other rules than the rules of the involved disciplines. This perspectivist approach to the understanding of science is a suggestion for how to lay a foundation for constructivist approaches to science.

The various assumptions on which linguistic elements, structures, or usages are subjective in which respect seem to agree in relating subjectivity to a speaking subject. In the communication process, this speaking subject is usually ascribed the agentive role, language is thought of as ready-made object, and the hearer remains a rather passive recipient. However, conceptions of subjectivity relying on these assumptions are circular ( in referring to a speaking subject) and tautological (every choice of linguistic entities reflects a speaker’s choice). \\This article argues for a sign-centred approach to communication as providing the basis for an adequate conception of linguistic subjectivity. Based on a dynamic and dialogical model of sign processes, linguistic signs are regarded not as ready-made objects waiting to be used, but as agents getting and keeping the sign process going. Linguistic signs are provided with an inherent subjectivity potential – their establishing differences between system( s) and environment(s) – which is realized through observation. Subjectivity is to be regarded not as some exceptional case within an objective linguistic code, but as inherent property of the sign system itself

Key words: subjectivity, communication, autopoiesis, semiosis, observer, interpretant.

The various assumptions on which linguistic elements, structures, or usages are subjective in which respect seem to agree in relating subjectivity to a speaking subject. In the communication process, this speaking subject is usually ascribed the agentive role, language is thought of as ready-made object, and the hearer remains a rather passive recipient. However, conceptions of subjectivity relying on these assumptions are circular (in referring to a speaking subject) and tautological (every choice of linguistic entities reflects a speaker’s choice) This article argues for a sign-centred approach to communication as providing the basis for an adequate conception of linguistic subjectivity. Based on a dynamic and dialogical model of sign processes, linguistic signs are regarded not as ready-made objects waiting to be used, but as agents getting and keeping the sign process going. Linguistic signs are provided with an inherent subjectivity potential – their establishing differences between system(s) and environment(s) – which is realized through observation. Subjectivity is to be regarded not as some exceptional case within an objective linguistic code, but as inherent property of the sign system itself.

Key words: subjectivity, communication, autopoiesis, semiosis, observer, interpretant.