The Politics of Big Data – A Three-Level Analysis

Recently, Marissa Mayer, Yahoo’s CEO, declared: “data is apolitical.” This paper argues that Big Data is political at three distinct levels:-- the social sciences, bureaucratic politics, and the information state. First, Big Data research techniques introduce new political discord within the social sciences community. Big Data analysis challenges social sciences thinking including confronting the importance of causation. Rather than being just another research technique, Big Data could divide and politicize the social sciences community from within. Second, at the level of the individual organization, Big Data analysis will intensify bureaucratic political wars. Big Data analysis can yield challenging insights that disrupt the political status quo within an organization. In one large European telecom, Big Data insights unleashed a small war between marketing and engineering, who each blamed the other for the findings. Therefore, political skills are a critical component in developing corporate Big Data vision and strategy. Finally, at the level of the information state, a new divide has evolved between the “Big Data Rich” and the “Big Data Poor.” Big Data analysis requires more sophisticated investment than most individuals and organizations can afford. President Obama used Big Data during the 2012 Presidential Elections to change the electoral game. Google and the CIA created a new company called “Recorded Future” to analyze social media content more accurately than others do. Powerful countries too employ Big Data to extend their influence. How could Big Data resources become more available to the less powerful? In conclusion, the paper will consider scenarios that combine the three levels of analysis. For example, today, politically astute executives mobilize social scientists to join Big Data projects that, sometimes, increase the Big Data divide. Ideas are provided how to address such concerns.