Abstract

How a social science of big data would look like? In this article, we exemplify such a social science through a number of cases. We start our discussion with the epistemic qualities of big data. We point out to the fact that contrary to the big data champions, big data is neither new nor a miracle without any error nor reliable and rigorous as assumed by its cheer leaders. Secondly, we identify three types of big data: natural big data, artificial big data and human big data. We present and discuss in what ways they are similar and in what other ways they differ. The assumption of a homogenous big data in fact misleads the relevant discussions. Thirdly, we extended 3 Vs of the big data and add veracity with reference to other researchers and violability which is the current author’s proposal. We explain why the trinity of Vs is insufficient to characterize big data. Instead, a quintinity is proposed. Fourthly, we develop an economic analogy to discuss the notions of data production, data consumption, data colonialism, data activism, data revolution, etc. In this context, undertaking a Marxist approach, we explain what we mean by data fetishism. Fifthly, we reflect on the implications of growing up with big data, offering a new research area which is called as developmental psychology of big data. Finally, we sketch data resistance and the newly proposed notion of omniresistance, i.e. resisting anywhere at any occasion against the big brother watching us anywhere and everywhere.