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The world in which we live would hardly be recognised by someone who lived and died half a century ago and who may have caught a glimpse of the television generation. The children born in the 90′s have only known a world where the Internet was a natural part of  their day to day lives. We now live in a society that verges on a digital tipping point that wraps and integrates our lives with the Web and it is no longer considered a luxury but a necessity in our modern lifestyle. So what is driving us to this digital dawn that is transporting us from the industrial past of the last 200 years and the TV industrial complex that emerged 50 years ago and embracing us in an information age that challenges our paradigms?

A new paper appearing in the Proceedings of the National Academy of Sciences (PNAS) suggests that people, governments, and institutions that shape the way people interact may be just as important for determining environmental conditions as the environmental processes themselves.