“Big data” has become a contested buzzword for media and communications research, but remains a vague concept when it comes to empirical, contextualised analysis and interpretations. From the point of view of the media user and a critical analysis of media practices, it is rather “digital traces” that matter. The term “traces” puts emphasis on the fact that these data result from the practices of individuals, collectivities, and organizations while using digital media. To understand “digital traces” we have to relate them to the various actors who originate them, as well as the contexts that matter.
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