Big Data is examined as a cultural phenomenon with the objective of understanding what constitutes its meaning, how that meaning is produced and by whom. The broader story is examined, including Big Data’s relation to algorithms and its grand scope, relatively recent arrival and connotations to the world of religion and science fiction.

Big Data is framed within eleven specific categories based on the STEEPV and VERGE information gathering frameworks in order to better capture specific stories and points of interest relating to the term. Among discoveries were that Big Data is largely connected to power and wealth and its
story is often told by those that either possess the data itself or have the means to process it.

The third and final chapter focuses on visual representation of Big Data. With the use of a specified framework, a random sample of relevant images are gathered from the Google search engine and examined with the use of semiotic analyses in order to pinpoint elements that constitute their meaning. A pattern is discovered that shows that Big Data is largely either presented with
deliberately complex visualisation that often contains a cloud-formation or a more minimalistic and conceptual visualisation reminiscent of space. A similar semiotic analysis framework is then used to study two Big Data video commercials. The results shows that Big Data can be represented in both a sleek and declaratory way but also with the use of a more traditional character based story telling.