  We study the role of the information deposited in the environment of an open
quantum system in course of the decoherence process. Redundant spreading of
information -- the fact that some observables of the system can be
independently ``read-off'' from many distinct fragments of the environment --
is investigated as the key to effective objectivity, the essential ingredient
of ``classical reality''. This focus on the environment as a communication
channel through which observers learn about physical systems underscores
importance of quantum Darwinism -- selective proliferation of information about
``the fittest states'' chosen by the dynamics of decoherence at the expense of
their superpositions -- as redundancy imposes the existence of preferred
observables. We demonstrate that the only observables that can leave multiple
imprints in the environment are the familiar pointer observables singled out by
environment-induced superselection (einselection) for their predictability.
Many independent observers monitoring the environment will therefore agree on
properties of the system as they can only learn about preferred observables. In
this operational sense, the selective spreading of information leads to
appearance of an objective ``classical reality'' from within quantum substrate.
