BIG DATA FROM SOCIAL MEDIA PERSPECTIVE: A CASE STUDY WITH FACEBOOK

Öz

Thanks to the development of internet science and the ability of computers to bring individuals, institutions, and communities together as a communication tool, social media platforms have gone beyond being used as a communication tool and have become perception management and manipulation tools of institutions. Using digital communication tools, user data was used to identify target users and create strategies. In the current age, the concept of data shows its importance frequently. The Economist's article "The world's most valuable resource is no longer oil, but data" shows that the concept of data has reached a striking point. The process of determining user profiles, behaviours and habits based on user information takes place thanks to cumulatively increasing huge data stacks. These massive stacks of data are called ‘Big Data’. For Big Data, social media tools are used to obtain up-to-date, huge data stacks covering users from all walks of life. The role of big data in social media platforms is discussed in the study. The concepts of big data and social media and their development processes, the advantages and disadvantages of big data and data breaches will be discussed, and data breaches will be examined through the Facebook platform. The study aims to create a discussion point about data breaches and the limits of big data.

Anahtar Kelimeler

• Big Data
• Digital Media
• Data Breach
• Facebook
• Cambridge Analytica

SOSYAL MEDYA PERSPEKTİFİNDEN BÜYÜK VERİ: FACEBOOK VAKA ÇALIŞMASI

Öz

Sosyal medya platformları internet biliminin gelişmesi ve bilgisayarların bir iletişim aracı olarak kişiler, kurumlar ve toplulukları bir araya getirebilme yetisi sayesinde sadece bir iletişim aracı olarak kullanılmasının ötesine geçerek kurumların algı yönetimi ve manipülasyon araçları haline gelmiştir. Dijital iletişim araçlarından yararlanılarak hedef kullanıcıların belirlenmesi ve stratejilerin oluşturulması için kullanıcı verileri kullanılmıştır. Bulunduğumuz çağ itibariyle veri kavramı her geçen gün önemini göstermektedir. The Economist'in "Dünyanın en değerli kaynağı artık petrol değil, veridir" isimli makalesi de veri kavramının çarpıcı bir noktaya ulaştığını gösteriyor. Kullanıcı bilgilerinden yola çıkarak kullanıcı profil, davranış ve alışkanlıklarının tespit edilmesi süreci ise kümülatif artan devasa veri yığınlarının olduğu bir sonuç ortaya çıkarmaktadır. Bu devasa veri yığınlarına ‘Big Data’ ismi verilmektedir. Big Data için güncel, her kesimden kullanıcıyı kapsayan ve devasa veri yığınlarını elde etmek için sosyal medya araçları kullanılmaktadır. Çalışmada büyük verinin sosyal medya platformlarındaki rolü tartışılmaktadır. Büyük veri ve sosyal medya kavramları ve bunların gelişim süreçleri, büyük verinin avantaj ve dezavantajları ile veri ihlallerinden bahsedilerek Facebook platformu aracılığıyla veri ihlalleri incelenecektir. Çalışma, veri ihlalleri ve büyük verinin sınırları hakkında bir tartışma noktası oluşturmayı amaçlamaktadır.

Anahtar Kelimeler

• Büyük Veri
• Dijital Medya
• Veri İhlali
• Facebook
• Cambridge Analytica

Kaynakça

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