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In this week’s readings, we revisited the concept of “Big Data” and reflected on its overwhelming relevance in today’s day and age. As Gitelman and Jackson state, in order to go completely off the grid, we would have to “leave our credit and debit cards, transit pass, school or work ID, passport, and cell phone at home — basically anything with a barcode, magnetic strip, RFID, or GPS receiver.” Such objects, although they have virtually become necessities in our everyday lives, are all items that can and will put us on the radar of technology and provide others with certain data regarding our interests, our whereabouts, our private and personal lives. Such items contribute to the massive and otherworldly pool of information that is “Big Data”: facts and figures that are not compiled in “not just terabytes but petabytes…where peta- is a prefix which denotes the unfathomable quantity of a quadrillion, or a thousand trillion.” Such a massive entity is almost unthinkable and, utilized with the purpose of interpreting the data, it can become very powerful because it unequivocally reflects the preferences and direction of the global population. Every individual’s data is compiled and analyzed to ultimately give insight into exactly which direction our world is headed. Furthermore, the accuracy with which such “Big Data” can be interpreted is a lightyear more advanced than the manner with which data was collected in the era preceding such advanced technology. Rather than trying to accurately represent the general population by choosing certain sample sizes, and rather than struggling to remain objective while conducting a research study, data today is handed to statisticians and data collectors on a silver platter. So, in an era where research and technology is changing at lightning speed, is “Big Data” here to stay? And is it moral, ethical, and reliable? Most of all, is it truly objective?