This article proposes three inter-related models to aid in the underst
anding of the complex and constructive process of contemporary informa
tion seeking: (1) postmodern model of identity; (2) rhizomorphic model
of information contexts; and (3) hypertextual model of technology int
eraction. The nature of the information seeking problem is redefined a
s an individual's negotiation of identity through the exploration of t
he interaction of private ignorance and public knowledge. The three mo
dels are introduced, and their association with the information seekin
g problem clarified. The incorporation of foci on interactive processe
s, borrowed from communication studies, into the current proposed appr
oach to modelling information seeking is justified. Finally, suggestio
ns are offered for further research based on this approach. (C) 1998 E
lsevier Science B.V.