The use of big data and data science to organise contents in digital social platforms, and its influence in socialization



communication; socialization; big data; data science; social media.


Information technologies have increased their capacity to store and transfer information over the years, allowing large amounts of information to be concentrated in vast databases. This paper will take a look at how a dozen of the main web platforms and social media make use of data science to process and interpret this information, to analyse its consequences, for instance, the selection and organization of contents, the prediction of user consumption habits or the influence in users' topics of conversation.


Download data is not yet available.

Author Biography

Ruben Jiménez Majidi, Instituto para el Conocimiento, la Gobernanza y el Desarrollo globales




Berger, P. & Luckmann, T. (1966) The social construction of reality: A Treatise in the Sociology of Knowledge. New York: Anchor Books
Ericsson Mobility Visualizer: mobility data app (s.f.). Retrieved from:,13,14&s=4&u=3&y=2011,2025&c=1 [accessed 1 December 2020]
Goffman, E. (1959) La presentación de la persona en la vida cotidiana. Amorrortu, Buenos Aires, 1993.
Google (s.f.) Cómo funciona la búsqueda de Google: empoderar a los propietarios de sitios web. Retrieved from: [accessed 1 December 2020]
Google Security Blog (2014) HTTPS as a ranking signal. Retrieved from: [accessed 1 December 2020]
Hardy, C. & Williams, S. (2010) Managing information risks and protecting information assets in a web 2.0 era, in Implications for the Individual, Enterprises and Society. Retrieved from:$File/17_Hardy.pdf [accessed 1 December 2020]
Lyman, P., Varian, H. R., Swearingen, K., Charles, P., Good, N., Jordan, L. L., Pal, J., (2003) How much information? 2003, School of Information Management and Systems, University of California Berkeley, Berkeley, California, USA 2003. Retrieved from: [accessed 1 December 2020]
Netflix (s.f) Cómo funciona el sistema de recomendaciones de Netflix. Retrieved from: [accessed 1 December 2020]
Noelle-Neumann, E., (1977) La espiral del silencio: Opinión pública: nuestra piel social
Reinsel, D., Gantz, J. & Rydning, J. (2018) The digitalization of the world, from edge to core. An IDC White Paper – #US44413318. Retrieved from: [accessed 1 December 2020]
Shannon, C. & Weaver, W. (1948) ‘A mathematical Theory of Communication’ Bell System Technical Journal, vol. 27 July 1948, p. 379-423
McLuhan, M. (1962) The Gutenberg Galaxy, the making of typographic man. London: Routledge & Kegan Paul
McLuhan, M. (1964) Understanding Media: The extensions of man. London: Routledge & Kegan Paul Ltd.