Behavioral and Brain Sciences

Open Peer Commentary

Big data in the new media environment

Matthew Brook O'Donnella1, Emily B. Falka1a2 and Sara Konratha2

a1 Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA 19104 mbod@asc.upenn

a2 Institute for Social Research, University of Michigan, Ann Arbor, MI 48104-1248.


Bentley et al. argue for the social scientific contextualization of “big data” by proposing a four-quadrant model. We suggest extensions of the east–west (i.e., socially motivated versus independently motivated) decision-making dimension in light of findings from social psychology and neuroscience. We outline a method that leverages linguistic tools to connect insights across fields that address the individuals underlying big-data media streams.

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R. Alexander BentleyBehavioral and Brain Sciences3716310.1017/S0140525X13000289