Social Media and Big Data

Social Media and Big Data
Arian R. Shishvan
Based on
Social Media: A Critical Introduction
Eastern Mediterranean University
Faculty of Communication and Media Studies
Comm602 Current Issues in Communication
Instructor: Assoc. Prof. Dr. Mashoed Bailie
March 2018
Web 2.0
• User Generated Contents (UGC) on a platform in WWW (blogs,
microblogs, SNS. , etc.)
• 2005 by founder of publishing house O’Reilly Media
• Two way communication and user engagement
• It gets better as the number of participants increase
• Provides the data collected by users and allows for remixing of the
-Jan 1999 Darcy DiNucci Fragmented Future
Web 1.0 vs. Web 2.0
• Web 1.0 Tim Berners-Lee in 1990
• Web 1.0 Not published by individuals
• Modified continuously by all the users
Figure 1.0 Web 1.0 vs Web 2.0. Adapted from Bibby, R. (2015). web-1-0-vs-web-2-0.
Retrieved from
Main Characteristics
• Radical Decentralization
• Radical trust
• Participation instead of publishing
• Users as contributors
• Rich user experiences
• Web as a platform
• Remixing Data
(O’Reilly 2005b)
• During Dot-com Bubble or boom
• Around 1997 to 2000-2002
• One out two companies survived like
• 9/11 attacks acceleration of stock market drop
What is social media?
• Collective action
• Communication
• Communities
• Connecting/networking
• Co-operation/collaboration
• Playing
• Sharing
• Creative making of user generated contents
Online sociality
Subfield of Sociology thus requires knowledge for Social Theory
• Media are Not Technologies, but techno-social systems.
• Recursive dynamic relation between technological and social level of
Technical network structure (TCP/IP) is
medium for and outcome of human
Social Selforganization
Figure 2. Based on Anthony Giddens (1984) Duality of structure
Global computer network of computer networks based on TCP/IP protocol,
TCP/IP: Transmission Control Protocol/ Internet Protocol, model to define how data is formatted, transmitted and received
What is social about social media?
• Emile Durkheim
• Max Weber
• Karl Marx
Emile Durkheim: The Social as Social Facts
• All media and all software are social
• They are products of social processes
-Human in social relations created them
-Objectified knowledge which is produced in society, applied and used
in social system.
Even present to a person sitting in front of computer browsing.
Web Technologies are social facts
Max Weber: The Social as Social Relations
• Not every action is social
• To constitute a social relation, behavior should be meaningful
Karl Marx: The Social As Co-Operative Work
• Community and collaborative aspects of society
• Notion to co-operative work
Many individuals are working together to create a satisfying goods
therefore ownership of the production should be co-operative
Web 1.0, 2.0 and 3.0
computer based networked system of human
• Web 1.0 = … cognition
• Web 2.0 = … communication
• Web 3.0 = … co-operation
• Create, Comment, Manipulate and Share
Big Data
• Movement to analyze digital data which are generated by digital
media, stored in different locations
• Mostly in cloud
• Stored to commodify it and gain monetary profit
• ie: Google, Facebook
- They are NOT communication Companies but selling access to big
data for advertising purposes.
Problems with Big Data Analytics
• They do not connect statistical and computational research results.
-Human meaning
-Moral values
Sense of Security
• None!
• Individuals accepts the terms while signing up
• Due to availability of items as an open data sensitive information may
• ie: Wikileaks
Is there security in WWW?
• Bibby, R. (2015). web-1-0-vs-web-2-0. Retrieved from
• Fuchs, C. (2017). Social Media: A critical introduction. Sage: New York