Labels on Alien Landscapes

The paper offers a survival tour into the maze of dataist, alarmist, anti-dataist and anti-alarmist positions, highlighting the importance of the view of a data realist. The central argument is a need of epistemological renewal of the current models and concepts of data culture, since the rigid „engineerish” vocabulary of information technology, data science and artificial intelligence led to a disorienting terminological turmoil.  
There is no need for a cautious correction of Data – Information – Knowledge – Wisdom pyramid (DIKW), but it is time to toss itt o the conceptual garbage heap, making difference between the human inner world of information, full with meaning, and the physical/material world of objectivated information (the exformation).
The conceptual framework of the late 19th century would be completely authentic to support the description and understanding of the reserach of the interconnected worlds of information behavior, information technology and information institutions. If we build a data civilization, there is a strong need for an information anthropology renaissance.