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Big Data, Impact on Society School of Journalism and Mass Communication Faculty of Economic and Political Sciences Big Data, Impact on Society BY Aikaterini Dardoumpa A thesis submitted in partial fulfilment of the requirements for the degree of MASTER OF DIGITAL MEDIA, COMMUNICATION AND JOURNALISM Specialization: Digital Media, Culture and Communication Supervisor: Assistant Prof. Dimitra Dimitrakopoulou May 2018 CONTENTS ABSTRACT iii INTRODUCTION 1 METHODOLOGY CHAPTER ONE: DEFINING BIG DATA 4 1.1 Brief History: From Data to Big Data 8 1.1.1 The Datasets of the past ​ 8 1.1.2​ The Information Age 10 1.2 How is Big Data defined? 14 CHAPTER TWO: DATA REVOLUTION 21 2.1 Data Revolution as a social phenomenon 21 2.1.1​ The Data Revolution Era 23 ​2.1.2 Data Revolution and Social Sciences 23 2.2 Social (Big) Data 23 2.3 Big Data gets political 27 2.3.1 Social Movements and disastres’ loudspeaker ​ 27 2.4 Big Data Utility 30 2.5 Predictions and insights 32 CHAPTER THREE: CASE STUDY: SMART TRIKALA 46 3.1 Data and the City 36 4.2 The Case of Trikala 39 3.2.1​ About Trikala 39 3.2.2​ The vision ​ 39 3.3 The current situation 40 CHAPTER FOUR: DISTRESS ABOUT BIG DATA 54 4.1 Concerns about Big Data Social Research 54 4.2 Privacy 55 1 4.2.1​ Privacy Concerns 56 4.3 Information Privacy 58 4.4 Profiling 59 4.5 Europe for Data Privacy 61 CHAPTER FIVE: CONCLUSIONS - LIMITATIONS - FUTURE RESEARCH 66 REFERENCES AND BIBLIOGRAPHY 68 CONTENTS OF FIGURES Chapter 1 Figure 1.1 What is a zettabyte? 13 Figure 1.2 The Three Big Data Vs 15 Figure 1.3 The Four Big Data Vs 19 Chapter 2 Figure 2.1 Data Shared in Social Media per minute 25 Figure 2.2 Port- au- Prince Crisis Map 29 Chapter 3 Figure 3.1 Urban Big Data 38 Figure 3.2 Screenshot of the website e-politis 43 Figure 3.3 ATM-style certificate spot 44 Figure 3.4 Check APP 45 Figure 3.5 SmartGuru Application 47 Figure 3.6 Street Lights Visualization 51 Figure 3.7 Smart Trikala Control Room 51 Chapter 4 Figure 4.1 How Facebook decides what ads to show 60 Figure 4.2 Sex of the respondents 61 Figure 4.3 Age of the respondents 62 Figure 4.4 Do you care if your personal data is being used? 62 Figure 4.5 Do you change your privacy settings? 63 Figure 3.2 Composition of the European Data Protection Board 64 2 Abstract Data have become a torrent flowing into almost every aspect of our everyday life. Companies, and not only, churn out a burgeoning volume of transactional data, capturing trillions of bytes of information about their customers, suppliers, operations and policies. Big Data is now everywhere—in every sector, in every economy, in every organization and user of digital technology. There are many ways that Big Data can be used to analyze and predict various behaviors and situations. Big data is the term for a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools (Snijders et al., 2012) or traditional data processing applications. For some organizations, facing hundreds of gigabytes of data for the first time may trigger a need to reconsider data management options. Big Data is not just about the size of data but also includes data variety and data velocity and more. More and more organizations are adopting Big Data analytics and this is not incidental. Big Data silently create a major shift on society that can only be seen if we look from afar. What is the role of a social researchers in the Information Age? What kind of data do we share? What is the impact on our everyday lives? How do our cities change? Those question arise from all the new technologies we are facing and have to cope with. This dissertation is trying to give answer to all those questions from a Big Data scope. With the explosion of sensors, smart devices as well as social networking, data has become complex because it includes not only structured traditional relational data, but also semi-structured and unstructured data. Big Data technology early adopters such as Facebook, LinkedIn, and Amazon are good examples for companies that deploy Big Data analytics. Also the same analytics are adopted by cities, like Chicago, Barcelona and Seoul. A wide variety of techniques and technologies has been developed and adapted to aggregate, manipulate, analyze, and visualize Big Data. These techniques and technologies draw from several fields like Artificial Intelligence (AI), and Internet of Things (IoT) with the ambition to solve contemporary problems. This paper is not about all the technicalities surrounding Big Data, but, mostly about the social impact this new research tool has, as well as, the arising opportunities in a theoretical framework. K​ey words: Big Data, Society, Smart cities, Data privacy 3 Introduction In the near future every article on the planet will be producing data, counting our homes, our cars, even, our bodies and our cities. Almost everything we do today leaves a trail of digital exhaust, a continual stream of texts (BLOGS), location data (GPS) and other information that will survive well after all of us will be departed. We are now being exposed to as much information, in a single day, as our 15th century ancestors were exposed to in their entire lifetime. Big Data is, usually, the term used to describe a large and complex collection of data that is difficult to process using available database management tools or traditional data processing applications (Pesenson, Pesenson, & McCollum, 2010). Challenges include capturing, maintaining, storing, searching, distributing, transferring, analyzing, and displaying. These days, Big Data isn’t only for social networking and machine-generated net logs but it is about the optimisation of our lives. Organizations and enterprises will discover solutions to questions that they might never afford to ask before and Big Data will assist with perceiving questions that they, by no means, knew how to invite (Needham, 2013). Nonetheless, we need to be very meticulous because in this vast ocean of data there is a frighteningly accurate image of us, where we live where we travel, what we purchase and what we talk about (Ellison, 2016). It is all being documented and stored forever. This is the story of an phenomenal revolution; the Data Revolution, that is sweeping almost invisibly through our lives and about how planet earth is beginning to build up a nervous system with each of us acting as human sensors1. Everything we are creating these days whether we are talking about phone devices or computers or cars or refrigerators are offering data. Information is being extracted out of toll booths, out of parking spaces, out of internet searches, Facebook posts, phones, tablets, photos, videos. Every single thing that we do leaves a digital mark. All the data processing happened the last two years is more than all the data processing happened in the last 3,000 years (Ebbes and Stourm, 2017). The more information we get the greater the problems, that we see, will be. Since 2012 the size limit of data packets that are feasible to process over a reasonable period 1 Documentary of PBS called “The Human Face of Big Data” Link: h​ttps://www.youtube.com/watch?v=m9D-v6r3NJQ&t=1913s 4 2 3 of time, were measured in exabytes (1 trillion or 10​18 Bytes ). Scientists are regularly coming up against restrictions, because of large data sets in many research fields, including meteorology, genomics, complex physics simulations, biological and environmental research. But now, we start to face the same problems in social sciences research, because nowadays more and more social data become available. Every powerful instrument features a dark side (Walker, 2016). Anything that is aiming to alter the world by definition must be able to change it for the worse as much as for the better. Everything exceptional must have its negative counterpart. The most common problem is the possible invasion of privacy and the excessive surveillance. When the deliberation comes to Big Data, the world might not be ready to accept it because everybody talks about it, but, very few really understand it. Data can be used in any number of ways that we are not always aware of. The less knowledge of the use of that data we have, the less power we will have in the coming society. Getting to know the best ways to use Big Data could have an important impact on future societies (Anderson and Rainie, 2012). What is considered as "Big Data" varies depending on the organization's goals, which manages the sum and the capabilities of the applications, traditionally used to process and analyze all data in each domain. For some organizations, that experiencing hundreds of gigabytes of data, the "Big Data", may cause a need to revive data management methods and turn into more digitized solutions. For others, tens of thousands of terabytes will be needed, before the data size grows big enough to be of interest, meaning that different organizations consider different data volumes as Big Data. Organization or “Organism” that is going to use Big Data is the Smart City. A smart city aims in making the citizens’ life easier and the environment more sustainable. Until today cities do not use Big Data as much as they could. The following case study about Trikala is going to present the current infrastructure and propose potential use of Big Data in the existing infrastructure.
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