knowledge enabled information and services science realizing the relationship web: morphing...
TRANSCRIPT
Knowledge Enabled Information and Services Science
Realizing the Relationship Web: Morphing information access on the Web from today’s document- and
entity-centric paradigm to a relationship-centric paradigm
ACM Multimedia International Workshop on the Many Faces of Multimedia Semantics
September 28, 2007, Augsburg, Germany
Amit ShethKno.e.sis Center, Wright State University,
Dayton, OH
This talk also represents work of several members of Kno.e.sis team, esp. theSemantic Discovery and Semantic Sensor Data. http://knoesis.wright.edu
Thanks, M. Perry, C. Ramakrishnan, C. Thomas
Knowledge Enabled Information and Services Science
Objects of Interest
“An object by itself is intensely uninteresting”.
Grady Booch, Object Oriented Design with Applications, 1991
Keywords
|
Search
Entities
|
Integration
Relationships
|
Analysis,Insight
Entities + Relationships also needed to model & study Events
Knowledge Enabled Information and Services Science
Semantics and Relationships
Increasing depth and sophistication in dealing with semantics by dealing with (identifying/searching to analyzing) documents, entities, and relationships.
Documents/Media
Entities
RelationshipsFuture
Current
Past
Knowledge Enabled Information and Services Science
Data, Information, and InsightData, Information, and Insight
What: Which thing or which particular one Who: What or which person or persons Where: At or in what place When: At what time
How: In what manner or way; by what means Why: For what purpose, reason, or cause; with
what intention, justification, or motive
© Ramesh Jain
Knowledge Enabled Information and Services Science
Insights require understanding RelationshipsInsights require understanding Relationships
Object Location Time Relationships
What X X X
Who X
Where X
When X
How X
Why X
© Ramesh Jain
Knowledge Enabled Information and Services Science
Semantics and Relationships
Semantics is derived from relationships. Consider the linguistics perspective.
“Semantics is the study of meaning. …We may distinguish a number of legitimate ways to approach semantics:
• …• the relationship between linguistic expressions (e.g.
synonymy, antonymy, hyperonymy, etc.): sense; • the relationship to linguistic expressions to the "real
world": reference. “
Ontologies use KR language to support modeling of relationships.Quoted part from http://www.ncl.ac.uk/sml/staff/. © 2000 Jonathan West.
Knowledge Enabled Information and Services Science
Why is this a hard problem?
Are objects/entities equivalent/equal(same)?How (well) are they related? • Implicit vs explicit; formal/assertional vs social
consensus based; powerful (beyond FOL): partial, probilistic and fuzzy match
• Degrees of relatedness and relevance: semantic similarity, semantic proximity, semantic distance, ….– [differentiation, disjointedness]– related in a “context”
• Even is-a link involves different notions: identify, unity, essense (Guarino and Wetley 2002)
Semantic ambiguity, also based on incomplete, inconsistent, approximate information/knowledge
Knowledge Enabled Information and Services Science
Issues - Relationships
• Identifying Relationship (extraction)• Expressing (specifying, representing)
relationships • Discovering and Exploring Relationships• Hypothesizing and Validating Relationships• Utilizing/exploiting Relationships for
Semantic Applications (in document search, querying metadata, inferencing, analysis, insight, discovery)
Knowledge Enabled Information and Services Science
Information Extraction for Metadata Creation
WWW, EnterpriseRepositories
METADATAMETADATA
EXTRACTORSEXTRACTORS
Digital Maps
NexisUPIAPFeeds/
Documents
Digital Audios
Data Stores
Digital Videos
Digital Images. . .
. . . . . .
Create/extract as much (semantics)metadata automatically as possible;Use ontlogies to improve and enhanceextraction
Knowledge Enabled Information and Services Science
Automatic Semantic Metadata Extraction/Annotation
Knowledge Enabled Information and Services Science
Limited tagging(mostly syntactic)
COMTEX Tagging
Content‘Enhancement’Rich Semantic
Metatagging
Value-added Voquette Semantic Tagging
Value-addedrelevant metatagsadded by Voquetteto existing COMTEX tags:
• Private companies • Type of company• Industry affiliation• Sector• Exchange• Company Execs• Competitors
Semantic Annotation (Extraction + Enhancement)
Knowledge Enabled Information and Services Science
Enabling powerful linking of actionable information and facilitating important semantic applications such as knowledge discovery and link analysis
(user’s task of manually retrieving all the information he needs to know is greatly minimized; he can spend more time making effective decisions)
Semantic Metadata Content TagsCompany: Cisco Systems, Inc.Classification: Channel Partners,
E-Business SolutionsChannel Partner: Siemens NetworkChannel Partner: Voyager NetworkChannel Partner: Siemens NetworkChannel Partner: Wipro GroupE-Business Solution: CI S-1270 SecurityE-Business Solution: CI S-320 LearningE-Business Solution: CI S-6250 FinanceE-Business Solution: CI S-1005 e-MarketTicker: CSCOI ndustry: Telecommunication, . . .Sector: Computer HardwareExecutive: J ohn ChambersCompetition: Nortel Networks
Syntactic MetadataProducer: BusinessWireSource: BloombergDate: Sept. 10 2001Location: San J ose, CAURL: http:/ /bloomberg.com/1.htmMedia: Text
XML content item with enriched semantic tagging, ready to be queried
E-Business SolutionOntology
CiscoSystems
VoyagerNetwork
SiemensNetwork
WiproGroup
UlysysGroup
CIS-1270 Security
CIS-320Learning
CIS-6250 Finance
CIS-1005 e-Market
Channel Partner
belongs to
- - -
Ticker
represen
ted b
y
- - -
- - -
- - -
- - -
Industry
chan
nel p
artn
er of
- - -
- - -
- - -
- - -
Competitioncompetes with
provider of
- - -
- - -
- - -
- - -
Executives
works
for
- - -
- - -
- - -
- - -
Sectorbelo
ngs
to
Semantic Enhancement
Uniquelyexploiting
real-worldsemantic
associationsin the right
context
SemanticMetadataExtraction
(also syntactic)
Content TagsSemantic MetadataClassification: Channel Partners,
E-Business SolutionsCompany: Cisco Systems, Inc.
Syntactic MetadataProducer: BusinessWireSource: BloombergDate: Sept. 10 2001Location: San J ose, CAURL: http: //bloomberg.com/1.htmMedia: Text
ChannelPartners
E-BusinessSolutionsClassification
Content Tags
Semantic MetadataClassification: Channel Partners,
E-Business Solutions
Classification CommitteeKnowledge-base, Machine Learning &
Statistical Techniques
Semantic Metadata Enhancement
Knowledge Enabled Information and Services Science
Video withEditorialized Text on the Web
AutoCategorization
AutoCategorization
Semantic MetadataSemantic Metadata
Automatic Classification & Metadata Extraction (Web page)
Knowledge Enabled Information and Services Science
Extraction Agent
Enhanced Metadata Asset
Ontology-directed Metadata Extraction (Semi-structured data)
Web Page
Knowledge Enabled Information and Services Science
830.9570 194.9604 2
580.2985 0.3592
688.3214 0.2526
779.4759 38.4939
784.3607 21.7736
1543.7476 1.3822
1544.7595 2.9977
1562.8113 37.4790
1660.7776 476.5043
parent ion m/z
fragment ion m/z
ms/ms peaklist data
fragment ionabundance
parent ionabundance
parent ion charge
ProPreO: Ontology-mediated provenance
Mass Spectrometry (MS) Data
Semantic Extraction/Annotation of Experimental Data
Knowledge Enabled Information and Services Science
Video metadata and search
Technique Who’s trying it How it works Wired Tired
Scanning the script
Blinkx, TVEyes Everything said in a clip is tracked through voice recognition software, closed-caption information, or a combination of the two.
Hunts down TV news references to, say, Lindsay Lohan.
A mere mention of her name doesn't guarantee Lindsay is in the clip.
Identifying what's being shown
Google, UCSD's Statistical Visual Computing Lab, VideoMining
Algorithms try to figure out what's in the video by monitoring attributes like behavior and movement (VideoMining), faces (Google), and objects (UCSD).
Finds friends, public figures, or specific actions like car chases.
The tech is stuck in the lab or limited to specialized search tasks.
Analyzing links and metadata
Dabble, Google Conventional search spiders scan the text around a video and the pages that link to it.
The fastest and best way to search for video data.
Can't "see" what's in the videos or locate specific action in a long clip.
Wired Mag, Aug 2007
Knowledge Enabled Information and Services Science 18
Semantic Sensor ML – Adding Ontological Metadata
Person
Company
Coordinates
Coordinate System
Time Units
Timezone
SpatialOntology
DomainOntology
TemporalOntology
Mike Botts, "SensorML and Sensor Web Enablement," Earth System Science Center, UAB Huntsville
Knowledge Enabled Information and Services Science
Relationships on the Web:early work
Knowledge Enabled Information and Services Science
MREF (Metadata Reference Link -- complementing HREF)
Creating “logical web” through
Media Independent Metadata based Correlation
Knowledge Enabled Information and Services Science
Metadata Reference Link (<A MREF …>)
<A HREF=“URL”>Document Description</A>
physical link between document (components)
• <A MREF KEYWORDS=<list-of-keywords>; THRESH=<real>>Document Description</A>
• <A MREF ATTRIBUTES(<list-of-attribute-value-pairs>)>Document Description</A>
Knowledge Enabled Information and Services Science
Creating “logical web” through Media Independent Metadata based Correlation
MREFMetadata Reference Link -- complementing HREF (1996, 1998)
METADATA
DATA
METADATA
DATAMREFin RDF
ONTOLOGYNAMESPACE
ONTOLOGYNAMESPACE
Knowledge Enabled Information and Services Science
Model for LogicalCorrelation using Ontological Terms and Metadata
Framework for Representing MREFs
Serialization(one implementation choice)
MREF (1998)
K. Shah and A. Sheth, "Logical Information Modeling of Web-accessible Heterogeneous Digital Assets", Proc. of the Forum on Research and Technology Advances in Digital Libraries," (ADL'98), Santa Barbara, CA, May 28-30, 1998, pp. 266-275.
Knowledge Enabled Information and Services Science
height, width and size
water.gif (Data)Metadata Storage
water.gif
……mpeg
……ppm
Major component(RGB)Major component(RGB)
Blue
Content based MetadataContent based Metadata
ContentDependentMetadata
Correlation based on Content-based Metadata
Some interesting information on dams is available here.“information on dams” is defined by an MREF defining keywords and metadata (which may be used for a query).
Knowledge Enabled Information and Services Science
Domain Specific Correlation
Potential locations for a future shopping mall identified by all regions having a population greater than 500 and area greater than 50 sq meters having an urban land cover and moderate relief <A MREF ATTRIBUTES(population < 500; area < 50 & region-type = ‘block’ & land-cover = ‘urban’ & relief = ‘moderate’)>can be viewed here</A>
=> media-independent relationships between domain specific metadata: population, area, land cover, relief
=> correlation between image and structured data at a higher domain specific level as opposed to physical “link-chasing” in the WWW
Knowledge Enabled Information and Services Science
TIGER/Line DB
Population: Area:
Boundaries:
Land cover:Relief:
Census DB
Map DB
Regions(SQL)
Boundaries
Image Features(IP routines)
Repositories and the Media Types
Knowledge Enabled Information and Services Science
Knowledge Enabled Information and Services Science
Complex Relationships
• Some relationships may not be manually asserted, but according to statistical analyses of text, experimental data, etc.
allow association of provenance data with classes, instances, relationship types and direct relationships or statements
Knowledge Enabled Information and Services Science
A simple relationship ?
Smoking CancerCauses
Knowledge Enabled Information and Services Science
Complex Relationships - Cause-Effects & Knowledge discovery
VOLCANO
LOCATIONASH RAIN
PYROCLASTICFLOW
ENVIRON.
LOCATION
PEOPLE
WEATHER
PLANT
BUILDING
DESTROYS
COOLS TEMP
DESTROYS
KILLS
Knowledge Enabled Information and Services Science
Knowledge Discovery - Example
Earthquake Sources Nuclear Test Sources
Nuclear Test May Cause Earthquakes
Is it really true?
Complex Relationshi
p:How do you model
this?
Knowledge Enabled Information and Services Science
Inter-Ontological Relationships
A nuclear test could have caused an earthquakeif the earthquake occurred some time after thenuclear test was conducted and in a nearby region.
NuclearTest Causes Earthquake
<= dateDifference( NuclearTest.eventDate,
Earthquake.eventDate ) < 30
AND distance( NuclearTest.latitude,
NuclearTest.longitude,
Earthquake,latitude,
Earthquake.longitude ) < 10000
Knowledge Enabled Information and Services Science
Knowledge Discovery – exploring relationship…
For each group of earthquakes with magnitudes in the ranges5.8-6, 6-7, 7-8, 8-9, and >9 on the Richter scale per yearstarting from 1900, find number of earthquakes
Number of earthquakes with magnitude > 7 almost constant. So nuclear tests probably only cause earthquakes with magnitude < 7
Knowledge Enabled Information and Services Science
Now possible – Extracting relationships between MeSH terms from PubMed
Biologically active substance
LipidDisease or Syndrome
affects
causes
affectscauses
complicates
Fish Oils Raynaud’s Disease???????
instance_of instance_of
UMLS Semantic Network
MeSH
PubMed9284 documents
4733 documents
5 documents
Knowledge Enabled Information and Services Science
Schema-Driven Extraction of Relationships from Biomedical Text
Cartic Ramakrishnan, Krys Kochut, Amit P. Sheth: A Framework for Schema-Driven Relationship Discovery from Unstructured Text. International Semantic Web Conference 2006: 583-596 [.pdf]
Knowledge Enabled Information and Services Science
Method – Parse Sentences in PubMed
SS-Tagger (University of Tokyo)
SS-Parser (University of Tokyo)
(TOP (S (NP (NP (DT An) (JJ excessive) (ADJP (JJ endogenous) (CC or) (JJ exogenous) ) (NN stimulation) ) (PP (IN by) (NP (NN estrogen) ) ) ) (VP (VBZ induces) (NP (NP (JJ adenomatous) (NN hyperplasia) ) (PP (IN of) (NP (DT the) (NN endometrium) ) ) ) ) ) )
• Entities (MeSH terms) in sentences occur in modified forms• “adenomatous” modifies “hyperplasia”• “An excessive endogenous or exogenous stimulation” modifies “estrogen”
• Entities can also occur as composites of 2 or more other entities• “adenomatous hyperplasia” and “endometrium” occur as “adenomatous hyperplasia of the endometrium”
Knowledge Enabled Information and Services Science
Method – Identify entities and Relationships
in Parse TreeTOP
NP
VP
S
NPVBZ
induces
NPPP
NPINof
DTthe
NNendometrium
JJadenomatous
NNhyperplasia
NP PP
INby
NNestrogenDT
the
JJexcessive ADJP NN
stimulation
JJendogenous
JJexogenous
CCor
MeSHIDD004967MeSHIDD006965 MeSHIDD004717
UMLS ID
T147
ModifiersModified entitiesComposite Entities
Knowledge Enabled Information and Services Science
Resulting Semantic Web Data in RDF
ModifiersModified entitiesComposite Entities
estrogen
An excessive endogenous or
exogenous stimulation
modified_entity1composite_entity1
modified_entity2
adenomatous hyperplasia
endometrium
hasModifier
hasPart
induces
hasPart
hasPart
hasModifier
hasPart
Knowledge Enabled Information and Services Science
Blazing Semantic Trails in Biomedical Literature
Cartic Ramakrishnan, Amit P. Sheth: Blazing Semantic Trails in Text: Extracting Complex Relationships from Biomedical Literature. Tech. Report #TR-RS2007 [.pdf]
Knowledge Enabled Information and Services Science
Relationships -- Blazing the Trails
“The physician, puzzled by her patient's reactions, strikes the trail established in studying an earlier similar case, and runs rapidly through analogous case histories, with side references to the classics for the pertinent anatomy and histology. The chemist, struggling with the synthesis of an organic compound, has all the chemical literature before him in his laboratory, with trails following the analogies of compounds, and side trails to their physical and chemical behavior.” [V. Bush, As We May Think. The Atlantic Monthly, 1945. 176(1): p. 101-108. ]
Knowledge Enabled Information and Services Science
Original documents
PMID-10037099
PMID-15886201
Knowledge Enabled Information and Services Science
Semantic Trail
Knowledge Enabled Information and Services Science
Semantic Trails over all types of Data
Semantic Trails can be built over a Web of Semantic (Meta)Data
extracted (manually, semi-automatically and automatically) and gleaned from
• Structured data (e.g., NCBI databases)
• Semi-structured data (e.g., XML based and semantic metadata standards for domain specific data representations and exchanges)
• Unstructured data (e.g., Pubmed and other biomedical literature)
and• Various modalities (experimental data, medical images, etc.)
Knowledge Enabled Information and Services Science
ApplicationsApplications
“Everything's connected, all along the line. Cause and effect.
That's the beauty of it.
Our job is to trace the connections and reveal them.”
Jack in Terry Gilliam’s 1985 film - “Brazil”
Knowledge Enabled Information and Services Science
Watch list Organization
Company
Hamas
WorldCom
FBI Watchlist
Ahmed Yaseer
appears on Watchlist
member of organization
works for Company
Ahmed Yaseer:
• Appears on Watchlist ‘FBI’
• Works for Company ‘WorldCom’
• Member of organization ‘Hamas’
An application in Risk & Compliance
Knowledge Enabled Information and Services Science
Global Investment Bank
Example of Fraud
prevention application used in financial services
User will be able to navigate the ontology using a number of different interfaces
World Wide Web content
Public Records
BLOGS,RSS
Un-structure text, Semi-structured Data
Watch ListsLaw
Enforcement Regulators
Semi-structured Government Data
Scores the entity based on the content and entity relationships
EstablishingNew Account
Knowledge Enabled Information and Services Science
Hypothesis driven retrieval of Scientific Text
Knowledge Enabled Information and Services Science
Semantic Browser
Knowledge Enabled Information and Services Science
More about the Relationship Web
Relationship Web takes you away from “which document” could have information I need, to “what’s in the resources” that gives me the insight and knowledge I need for decision making.
Amit P. Sheth, Cartic Ramakrishnan: Relationship Web: Blazing Semantic Trails between Web Resources. IEEE Internet Computing July 2007 (to appear) [.pdf]
Knowledge Enabled Information and Services Science
Events: 3 Dimensions – Spatial, Temporal and Thematic
Spatial
Temporal
Thematic
Knowledge Enabled Information and Services Science
Events and STT dimensions
• Powerful mechanism to integrate content– Describes the Real-World occurrences– Can have video, images, text, audio all of the same event– Search and Index based on events and STT relations
• Many relationship types– Spatial:
• What events happened near this event? • What entities/organizations are located nearby?
– Temporal: • What events happened before/after/during this event?
– Thematic:• What is happening?• Who is involved?
• Going further– Can we use What? Where? When? Who? to answer Why? / How?– Use integrated STT analysis to explore cause and effect
Knowledge Enabled Information and Services Science 53
Example Scenario: Sensor Data Fusion and Analysis
High-level Sensor (S-H)
Low-level Sensor (S-L)
A-H E-H A-L E-L
H L
• How do we determine if A-H = A-L? (Same time? Same place?)
• How do we determine if E-H = E-L? (Same entity?)
• How do we determine if E-H or E-L constitutes a threat?
Knowledge Enabled Information and Services Science 54
Sensor Data Pyramid
Raw Sensor (Phenomenological) Data
Feature Metadata
Entity Metadata
Relationship
Metadata
Expr
essi
vene
ss
Data
Information
Semantics/Understanding/Insight
Data Pyramid
Knowledge Enabled Information and Services Science 55
Collection
Feature Extraction
Entity Detection
RDFKB
Semantic Analysis
Data
• Raw Phenomenological Data
TML
Fusion
SML-S
SML-S
SML-S
Ontologies
Sensor Data Architecture
Information
• Entity Metadata
• Feature Metadata
Knowledge
• Object-Event Relations
• Spatiotemporal Associations
• Provenance Pathways
Sensors (RF, EO, IR, HIS, acoustic)
• Object-Event Ontology
• Space-Time Ontology
Analysis Processes Annotation Processes
O&M
Knowledge Enabled Information and Services Science
Current Research Towards STT Relationship Analysis
• Modeling Spatial and Temporal data using SW standards (RDF(S))1
– Upper-level ontology integrating thematic and spatial dimensions– Use Temporal RDF3 to encode temporal properties of relationships– Demonstrate expressiveness with various query operators built
upon thematic contexts
• Graph Pattern queries over spatial and temporal RDF data2
– Extended ORDBMS to store and query spatial and temporal RDF– User-defined functions for graph pattern queries involving spatial
variables and spatial and temporal predicates– Implementation of temporal RDFS inferencing
1. Matthew Perry, Farshad Hakimpour, Amit Sheth. "Analyzing Theme, Space and Time: An Ontology-based Approach", Fourteenth International Symposium on Advances in Geographic Information Systems (ACM-GIS '06), Arlington, VA, November 10 - 11, 2006
2. Matthew Perry, Amit Sheth, Farshad Hakimpour, Prateek Jain. “Supporting Complex Thematic, Spatial and Temporal Queries over Semantic Web Data", Second International Conference on Geospatial Semantics (GeoS ‘07), Mexico City, MX, November 29 – 30, 2007
3. Claudio Gutiérrez, Carlos A. Hurtado, Alejandro A. Vaisman. “Temporal RDF”, ESWC 2005: 93-107
Knowledge Enabled Information and Services Science
Upper-level Ontology modeling Theme and Space
OccurrentContinuant
Named_PlaceSpatial_OccurrentDynamic_Entity
Spatial_Region
Occurrent: Events – happen and then don’t existContinuant: Concrete and Abstract Entities – persist over timeNamed_Place: Those entities with static spatial behavior (e.g. building)Dynamic_Entity: Those entities with dynamic spatial behavior (e.g. person)Spatial_Occurrent: Events with concrete spatial locations (e.g. a speech)Spatial_Region: Records exact spatial location (geometry objects,
coordinate system info)
occurred_at located_at
occurred_at: Links Spatial_Occurents to their geographic locationslocated_at: Links Named_Places to their geographic locations
rdfs:subClassOfproperty
Knowledge Enabled Information and Services Science
OccurrentContinuant
Named_Place
Spatial_OccurrentDynamic_Entity
PersonCity
Politician
Soldier
Military_Unit
BattleVehicle
Bombing
Speech
Military_Eventassigned_to
on_crew_of
used_in
gives
participates_in
trains_at
Spatial_Region
located_at occurred_at
Upper-level Ontology
Domain Ontology
rdfs:subClassOf used for integrationrdfs:subClassOfrelationship type
Knowledge Enabled Information and Services Science
Temporal RDF Graph: Platoon Membership
E1:Soldier
E3:Platoon E5:Soldier
E2:Platoon
E4:Soldier
assigned_to [1, 10]
assigned_to [11, 20]
assigned_to [5, 15]
assigned_to [5, 15]
E1 is assigned to E2 from time 1 to 10 and then assigned to E3 from time 11 to 20
Also need to handle inferencing:
(x rdf:type Grad_Student):[2004, 2006] AND(x rdf:type Undergrad_Student):[2000, 2004] (x rdf:type Student):[2000, 2006]
Time interval represents valid time of the relationship
Knowledge Enabled Information and Services Science
ORDBMS Implementation: DB Structures
Unlike thematic relationships which are explicitly stated in the RDF graph, many spatial and temporal relationships (e.g., distance) are implicit and require additional computation
Knowledge Enabled Information and Services Science
Sample STT Query
Scenario (Biochemical Threat Detection): Analysts must examine soldiers’ symptoms to detect possible biochemical attack
Query specifies
(1)a relationship between a soldier, a chemical agent and a battle location (graph pattern 1)
(2)a relationship between members of an enemy organization and their known locations (graph pattern 2)
(3)a spatial filtering condition based on the proximity of the soldier and the enemy group in this context (spatial Constraint)
Knowledge Enabled Information and Services Science
The Machine Factor
Formal representation of knowledge
– RDF(S), OWL, etc.Statistical analysis
– Similarity– Cooccurrence– Clustering
Intelligent aggregation of knowledge
– Collaboration/Problem Solving Environments– Decision support tools
Knowledge Enabled Information and Services Science
Putting the man back in Semantics
The Semantic Web focuses on artificial agents“Web 2.0 is made of people” (Ross Mayfield)“Web 2.0 is about systems that harness collective
intelligence.” (Tim O’Reilly)The relationship web combines the skills of humans
and machines
Knowledge Enabled Information and Services Science
Putting the man back in Semantics
“Web 2.0 is made of people” (Ross Mayfield)“Web 2.0 is about systems that harness collective intelligence.”
(Tim O’Reilly)The Semantic Web focuses on artificial agentsThe relationship web combines the skills of humans and machines
Knowledge Enabled Information and Services Science
Going places …
Formal
Social,Informal
Implicit
Powerful