As I got to the end of your post, the word ‘bias’ came to mind. If content is people, then content is informed by our biases, and our biases are informed by the context in which experience our respective worlds. The word ‘bias’ has a negative connotation but it could also be construed as ‘values.’ As we pick through what we know, and what we want to share, we are making decisions about what we value, based on our biases (among other factors, perhaps).

Also, I love that Terry above references Myles Horton! No one ever knows who he is when I mention him…