Humans are positioned as ‘individuals’ through the transition to information society accompanied by the freshness and newness of communication technologies, while they were named solely as ‘masses’ in economic, social and cultural fields of industrial society. Daily lives mediated by these technologies, individuals leave digital marks behind, as well as producing data. This stored data is getting bigger gradually enabling tangible and intangible material production through the use of algorithms. Conceptualised as ‘big data’, this phenomenon characteristically is lack of a structured form while there is a constant data flow (data size). Management and analysis of this big data is the core of the matter here, in order to make use of it as data transformed into values, in contrast with the importance of the density of data amount or size. This study through employing a descriptive method aims to give insight to big data analysis and big data phenomenon, which has made its way to daily lives of individuals and society. Various approaches toward big data, together with its characteristics, and the relation between big data and individuals as users in the new media environment will be discussed from both positive and negative aspects.