Most processes in society are interactions between actors (groups, organisations and individuals). Every actor has its own objectives and goals. Some goals are perceived more important than others. Interestingly we need information to formulate most of our goals and objectives. Think about the marketing discipline that creates demands through information supply. Not everybody has the same information or has the same views about information. To realise the goals the actors needs inputs, like raw materials and technology. When the goal is to influence behaviour of others, the actor needs the capacity to influence, control the others. The balance of power between actors indicates to what extent a certain actor is able to influence the actions and choices of others. Actors may be interested to analyse the objectives, information sources and power relations of other actors, with whom they interact.

The hierarchy of objectives and the objectives themselves of the different interacting actors often differ. These differences are in particular interesting when they result in difficulties for pursuing ones own objectives.

Even if actors have the same goals, conflicts may still arisse due to differences in information and views. These differences may relate to the quality, validity and reliability of the information and its sources. Both the water consumers in isolated rural areas and the water utility want the provision of clean drinking water. For the water consumers, clean means transparent and without colour and smell. The water standards of the water utility are different. Water utilities may use chlorine to produce clean drinking wate. The chlorine residual affects the smell and taste of the water.

Till now the analysis only concentrated on the characteristics of the different actors and their differences. But actors do take actions and interact with each other. They share information, have conflicts, cooperate, and negotiate with each other about the realisation of each other goals and objectives and use their influence in the process.