Taking the ‘creepy’ out of Big Data

Taking the ‘creepy’ out of Big Data

Big Data has a reputation for being creepy; the domain of "Big Business" and "Big Government" It's the driver of relentless advertising, uniquely targeted and eerily reminiscent of our most recent internet searches. Big Data could be one of the greatest tools we've ever had to drive economic, social and environmental sustainability.

Big Data was coined in 1997 by NASA researchers Michael Cox and David Ellsworth. It describes the challenge of processing and analysing vast amounts of computer-generated information. People's interaction with the internet has changed radically and the amount of personal information they disclose online has skyrocketed. Big Data harnesses data analytics, modelling and machine learning to complete infinite complex calculations that are beyond the capabilities of the human brain. It turns traditional research on its head.

Big Data also offers unparalleled opportunities to study the complex relationships between people, industries, economies and the environment. Data can be re-used and re-purposed, creating value on many different levels. This is increasingly vital in a world approaching nine billion people, with no more arable land, unprecedented climate change and a responsibility to help lift people out of poverty. It's about sharing data in a way that helps people do more with the resources they have available.

Big Data has a creepy reputation because it's inaccessible to most people. There is limited transparency about how data is used and privacy is not the entire issue. The success of social media sites is predicated on our overwhelming urge to connect and share with others. Trust, choice, consent, transparency and accountability are also big issues at play. Legal frameworks have so far struggled to address these issues, unable to adapt to the rapidly advancing world of technology. The real trick will be democratising Big Data in a way that gives people access to the benefits while being open and transparent.

Link: https://theconversation.com/taking-the-creepy-out-of-big-data-21229

Anna

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