Along the way, the social environment is adding context or semantics to the information.

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For the moderate left, political or liberal constitutional democracy is only understood in the context of social justice.

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In that context, your decision on whether or not to participate in the social revolution could very well determine the role your company plays in the ongoing cycle of creative destruction: will your company be among those that have the insights and depth of engagement to create the new, or will your company simply be among those that get pushed aside and rendered irrelevant?

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"I think we're seeing right now the first wave, with virtual goods and currencies limited to a certain game or context, " says Matt Berardo, vice president of product management at social-games platform GameHouse Fusion.

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In a social context, it may be seen as a sign of romantic interest, or just plain creepy.

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In expounding particularly their social ideas, he never lets these float far from their context of origin or field of application.

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