Mark Rouncefield is a Reader in Social Informatics in the School of Computing and Communications, Lancaster University and recent Microsoft European Research Fellow. His qualifications include: BA (Soc St) (Exeter), MA (Ed) (Durham), MA (Soc) (Lancaster), Ph.D. (Soc) (Lancaster), PGCE, PGCIT, RSA, Salsa Level 1 (with merit) (Daniel James School of Dance).