Social media offers an attractive site for Big Data research. Access to big social media data, however, is controlled by companies that privilege corporate, governmental, and private research firms. Additionally, Institutional Review Boards’ regulative practices and slow adaptation to emerging ethical dilemmas in online contexts creates challenges for Big Data researchers. We examine these challenges in the context of a feminist qualitative Big Data analysis of the hashtag event #WhyIStayed. We argue power, context, and subjugated knowledges must each be central (...) considerations in conducting Big Data social media research. In doing so, this paper offers a feminist practice of holistic reflexivity in order to help social media researchers navigate and negotiate this terrain. (shrink)

In this paper I explore the relationship between the production and the value of Big Data. In particular I examine the concept of social media ‘prosumption’—which has predominantly been theorized from a Marxist, political economic perspective—to consider what other forms of value Big Data have, imbricated with their often speculative economic value. I take the example of social media firms in their early stages of operation to suggest that, since these firms do not necessarily generate revenue, data collected through user (...) contributions do not always realize economic value, at least in a Marxist sense, and that, in addition to their speculative value, these data have value beyond an economic valence. Instead I argue that in addition to their function as systems for accumulation, social media and their associated data have an affective value, related closely to their economic value, and demonstrate the efficacy of social media as systems designed for the appropriation and circulation of user attention. (shrink)

Academics across the sciences and humanities are increasingly being encouraged to use social media as a post-publication strategy to enhance and extend the impact of their articles and books. As well as various measures of social media impact, the turn towards publication outlets which are open access and free to use is contributing to anxieties over where, what and how to publish. This is all the more pernicious given the increasing measures of academic value that govern the academy, and the (...) stresses, strains and hidden injuries that structure academic life. This article will debate these issues and their consequences for the humanities and social sciences by analysing the contours of a recent controversy in academic science publishing, which follows the after-lives of a highly cited journal article. This includes a discussion of the value and status of post-publication peer review, and the politics of open access publishing, of citation and the public communication of science within digital environments and archives. (shrink)

In this article, we explore how digital marketers think about marketing in the age of Big Data surveillance, automatic computational analyses, and algorithmic shaping of choice contexts. Our starting point is a contradiction at the heart of digital marketing namely that digital marketing brings about unprecedented levels of consumer empowerment and autonomy and total control over and manipulation of consumer decision-making. We argue that this contradiction of digital marketing is resolved via the notion of relevance, which represents what Fredric Jameson (...) calls a symbolic act. The notion of the symbolic act lets us see the centering of relevance as a creative act of digital marketers who undertake to symbolically resolve a contradiction that cannot otherwise be resolved. Specifically, we suggest that relevance allows marketers to believe that in the age of surveillance capitalism, the manipulation of choice contexts and decision-making is the same as consumer empowerment. Put differently, relevance is the moment when marketing manipulation disappears and all that is left is the empowered consumer. To create relevant manipulations that are experienced as empowering by the consumer requires always-on surveillance, massive analyses of consumer data and hyper-targeted responses, in short, a persistent marketing presence. The vision of digital marketing is therefore a fascinating one: marketing disappears at precisely the moment when it extends throughout the life without limit. (shrink)

This introduction to the special issue on data and agency argues that datafication should not only be understood as the process of collecting and analysing data about Internet users, but also as feeding such data back to users, enabling them to orient themselves in the world. It is important that debates about data power recognise that data is also generated, collected and analysed by alternative actors, enhancing rather than undermining the agency of the public. Developing this argument, we first make (...) clear why and how the question of agency should be central to our engagement with data. Subsequently, we discuss how this question has been operationalized in the five contributions to this special issue, which empirically open up the study of alternative forms of datafication. Building on these contributions, we conclude that as data acquire new power, it is vital to explore the space for citizen agency in relation to data structures and to examine the practices of data work, as well as the people involved in these practices. (shrink)

What does the abundance of data and proliferation of data-making methods mean for the ordinary person, the person on the street? And, what could they come to mean? In this paper, we present an overview of a year-long project to examine just such questions and complicate, in some ways, what it is to ask them. The project is a collective exercise in which we – a mixture of social scientists, designers and makers – and those living and working on one (...) street in Cambridge, Tenison Road, are working to think through how data might be materialised and come to matter. The project aims to better understand the specificities and contingencies that arise when data is produced and used in place. Mid-way through the project, we use this commentary to give some background to the work and detail one or two of the troubles we have encountered in putting locally relevant data to work. We also touch on a methodological standpoint we are working our way into and through, one that we hope complicates the separations between subject and object in data-making and opens up possibilities for a generative refiguring of the manifold relations. (shrink)

Google Trends reveals that at the time we were writing our article on ‘The Coming Crisis of Empirical Sociology’ in 2007 almost nobody was searching the internet for ‘Big Data’. It was only towards the very end of 2010 that the term began to register, just ahead of an explosion of interest from 2011 onwards. In this commentary we take the opportunity to reflect back on the claims we made in that original paper in light of more recent discussions about (...) the social scientific implications of the inundation of digital data. Did our paper, with its emphasis on the emergence of, what we termed, ‘social transactional data’ and ‘digital byproduct data’ prefigure contemporary debates that now form the basis and rationale for this excellent new journal? Or was the paper more concerned with broader methodological, theoretical and political debates that have somehow been lost in all of the loud babble that has come to surround Big Data. Using recent work on the BBC Great British Class Survey as an example this brief paper offers a reflexive and critical reflection on what has become – much to the surprise of its authors – one of the most cited papers in the discipline of sociology in the last decade. (shrink)

New methods to analyse social media data provide a powerful way to know publics and capture what they say and do. At the same time, access to these methods is uneven, with corporations and governments tending to have best access to relevant data and analytics tools. Critics raise a number of concerns about the implications dominant uses of data mining and analytics may have for the public: they result in less privacy, more surveillance and social discrimination, and they provide new (...) ways of controlling how publics come to be represented and so understood. In this paper, we consider if a different relationship between the public and data mining might be established, one in which publics might be said to have greater agency and reflexivity vis-à-vis data power. Drawing on growing calls for alternative data regimes and practices, we argue that to enable this different relationship, data mining and analytics need to be democratised in three ways: they should be subject to greater public supervision and regulation, available and accessible to all, and used to create not simply known but reflexive, active and knowing publics. We therefore imagine conditions in which data mining is not just used as a way to know publics, but can become a means for publics to know themselves. (shrink)

Humans have become increasingly datafied with the use of digital technologies that generate information with and about their bodies and everyday lives. The onto-epistemological dimensions of human–data assemblages and their relationship to bodies and selves have yet to be thoroughly theorised. In this essay, I draw on key perspectives espoused in feminist materialism, vital materialism and the anthropology of material culture to examine the ways in which these assemblages operate as part of knowing, perceiving and sensing human bodies. I draw (...) particularly on scholarship that employs organic metaphors and concepts of vitality, growth, making, articulation, composition and decomposition. I show how these metaphors and concepts relate to and build on each other, and how they can be applied to think through humans’ encounters with their digital data. I argue that these theoretical perspectives work to highlight the material and embodied dimensions of human–data assemblages as they grow and are enacted, articulated and incorporated into everyday lives. (shrink)

What could a social-justice oriented, feminist data studies look like? The current datalogical turn foregrounds the digital datafication of everyday life, increasing algorithmic processing and data as an emergent regime of power/knowledge. Scholars celebrate the politics of big data knowledge production for its omnipotent objectivity or dismiss it outright as data fundamentalism that may lead to methodological genocide. In this feminist and postcolonial intervention into gender-, race- and geography-blind ‘big data’ ideologies, I call for ethical, anti-oppressive digital data-driven research in (...) the social sciences and humanities. I argue that a reflexive data scholarship can emerge from the reintegration of feminist and postcolonial science studies and ethics of care ideals. Although it is not a panacea for all ails of data mining, I offer a road map for an alternative data-analysis practice that is more power-sensitive and accountable. By incorporating a people-centric and context-aware perspective that acknowledges relationships of dependency, reflects on temptations, and scrutinises benefits and harm, an ‘asymmetrically reciprocal’ (Young, 1997) research encounter may be achieved. I bring this perspective to bear on experiences of a two-year research project with eighty-four young Londoners on digital identities and living in a highly diverse city. I align awareness of uneven relations of power and knowledge with the messy relation of dependency between human and non-human actors in data analysis. This framework productively recognises that digital data cannot be expected to speak for itself, that data do not emerge from a vacuum, and that isolated data patterns cannot be the end-goal of a situated and reflexive research endeavor. Data-driven research, in turn, shows the urgency for renewed feminist ethical reflection on how digital mediation impacts upon responsibility, intersectional power relations, human subjectivity and the autonomy of research participants over their own data. (shrink)

The article brings to light the use of recommender systems as technologies of the self, complementing the observations in current literature regarding their employment as technologies of ‘soft’ power. User practices on the music recommendation website last.fm reveal that many users do not only utilize the website to receive guidance about music products but also to examine and transform an aspect of their self, i.e. their ‘music taste’. The capacity of assisting users in self-cultivation practices, however, is not unique to (...) last.fm but stem from certain properties shared by all recommendation systems. Furthermore, unlike other oft-studied digital/web technologies of the self which facilitate ‘self-publishing’ vis-à-vis virtual companions in social media, recommender algorithms themselves can act as ‘intimate experts’, accompanying users in their self-care practices. Thus, recommendation systems can facilitate both algorithmic control and creative self-transformation, which calls for a theorization of this new cultural medium as a space of tension. (shrink)

In this paper, we discuss the development and piloting of a new methodology for illuminating the socio-material constitution of data objects and flows as data move between different sites of practice. The data journeys approach contributes to the development of critical, qualitative methodologies that can address the geographic and temporal scale of emerging knowledge infrastructures, and capture the ‘life of data’ from their initial generation through to re-use in different contexts. We discuss the theoretical development of the data journeys methodology (...) and the application of the approach on a project examining meteorological data on their journey from initial production through to being re-used in climate science and financial markets. We then discuss three key conceptual findings from this project about: the socio-material constitution of digital data objects, ‘friction’ in the movement of data through space and time and the mutability of digital data as a material property that contributes to driving the movement of data between different sites of practice. (shrink)

This paper is based on ethnographic research of data practices in a public health project called Weather Health and Air Pollution. I examine two different kinds of practices that make air pollution data, focusing on how they relate to particular modes of sensing and articulating air pollution. I begin by describing the interstitial spaces involved in making measurements of air pollution at monitoring sites and in the running of a computer simulation. Specifically, I attend to a shared dimension of these (...) practices, the checking of a numerical reading for error. Checking a measurement for error is routine practice and a fundamental component of making data, yet these are also moments of interpretation, where the form and meaning of numbers are ambiguous. Through two case studies of modelling and monitoring data practices, I show that making a ‘good’ measurement requires developing a feeling for the instrument–air pollution interaction in terms of the intended functionality of the measurements made. These affective dimensions of practice are useful analytically, making explicit the interaction of standardised ways of knowing and embodied skill in stabilising data. I suggest that environmental data practices can be studied through researchers’ materialisation of error, which complicate normative accounts of Big Data and highlight the non-linear and entangled relations that are at work in the making of stable, accurate data. (shrink)

Experimental design is one aspect of a scientific method. A well-designed, properly conducted experiment aims to control variables in order to isolate and manipulate causal effects and thereby maximize internal validity, support causal inferences, and guarantee reliable results. Traditionally employed in the natural sciences, experimental design has become an important part of research in the social and behavioral sciences. Experimental methods are also endorsed as the most reliable guides to policy effectiveness. Through a discussion of some of the central concepts (...) associated with experimental design, including controlled variation and randomization, this chapter will provide a summary of key ethical issues that tend to arise in experimental contexts. In addition, by exploring assumptions about the nature of causation and by analyzing features of causal relationships, systems, and inferences in social contexts, this chapter will summarize the ways in which experimental design can undermine the integrity of not only social and behavioral research but policies implemented on the basis of such research. (shrink)