Abstract
Evolution can be characterized as a process that shapes and maintains information across generations. It is also widely acknowledged that information may play a pivotal role in many other ecological processes. Most of the ecologically relevant information (and some important evolutionary information too) is of a very subjective and analogue kind: individuals use cues that may carry information useful only to them but not to others. This is a problem because most information theory has been developed for objective and discrete information. Can information theory be extended to this theory to incorporate multiple forms of information, each with its own (physical) carriers and dynamics? Here, I will not review all the possible roles that information can play, but rather what conditions an appropriate theory should satisfy. The most promising starting point is provided by entropy measures of conditional probabilities (using the so-called Kullback-Leibler divergence), allowing an assessment of how acquiring information can lead to an increase in fitness. It is irrelevant (to a certain extent) where the information comes from-genes, experience or culture-but it is important to realize that information is not merely subjective but its value should be evaluated in fitness terms, and it is here that evolutionary theory has an enormous potential. A number of important stumbling points remain, however; namely, the identification of whose fitness it concerns and what role the spatio-temporal dynamics plays (which is tightly linked to the nature of the physical carriers of the information and the processes that impact on it).