The paper explores the potential and limitations of big data for researching racism on social media. Informed by critical data studies and critical race studies, the paper discusses challenges of doing big data research and the problems of the so called ‘white method’. The paper introduces the following three types of approach, each with a different epistemological basis for researching racism in digital context: 1) using big data analytics to point out the dominant power relations and the dynamics of racist (...) discourse, 2) complementing big data with qualitative research and 3) revealing new logics of racism in datafied context. The paper contributes to critical data and critical race studies by enhancing the understanding of the possibilities and limitations of big data research. This study also highlights the importance of contextualisation and mixed methods for achieving a more nuanced comprehension of racism and discrimination on social media and in large datasets. (shrink)