1. How Big Data Shape Audiences

2. 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.”

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

4. Distinguishing Physical & Social Worlds

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

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

8. Counting Heads
Views
Votes

9. Search Algorithms Count inbound links Weight popular links
Produce PageRank

10. Collaborative Filtering
Track personal history
“People like you”
Hybrid

11. Popularity Bias

12. “Wisdom of Crowds”

13. Herding Behavior

14. Concentrating Public Attention

15. Personalization Bias Personalization Technologies
Social Networks/Affinity Groups

16. Filter Bubbles

17. Polarizing Public Attention

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