How Big Data Shape Audiences

Ambiguities “…the review group focused on data that is so large in volume, so diverse in variety or moving with such velocity, that traditional modes of data capture and analysis are insufficient—characteristics colloquially referred to as the “3 Vs.”

Irrational Exuberance “…with enough data, the numbers speak for themselves.” Anderson (2008)

Distinguishing Physical & Social Worlds

What Are (is?) “Big Data?” What do the data really measure? Is it complete? Analytics How are the data reduced? How are results reported?

What do the Data Measure? The Data (search, visit, view, buy, share, etc.) What do behaviors tell us?

Counting Heads Views Votes

Search Algorithms Count inbound links Weight popular links Produce PageRank

Collaborative Filtering Track personal history “People like you” Hybrid

Popularity Bias

“Wisdom of Crowds”

Herding Behavior

Concentrating Public Attention

Personalization Bias Personalization Technologies Social Networks/Affinity Groups

Filter Bubbles

Polarizing Public Attention

Big Data Shape Social Realities These systems are not neutral They privilege certain outcomes They are capable of promoting self-fulfilling prophesies