BIG DATA IN THE CONTEXT OF PROFESSIONAL PRACTICE IN THE SPHERE OF PR AND ADVERTISING
https://doi.org/10.37909/2542-1352-2022-2-2015
Abstract
The digital transformation of society over the past decades has generated unprecedented volumes of Big Data. This data contains very valuable information about human behavior and social interactions, so valuable for determining consumer behavior. The use of the results of processing and analysis of such data for profit is associated not only with the ethical aspect, but also due to some contradictions. Big data touch on many realms of daily life and have profound impacts in the socio-economic context of a person’s daily life. In view of this, the study of the practice of working with big data within the creative industries, in particular PR and advertising, is becoming increasingly relevant.
About the Author
P. N. Parshukova
Saint-Petersburg State University of Industrial Technologies and Design
Russian Federation
Russian Federation
Senior Lecturer
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Review
For citations:
Parshukova P.N. BIG DATA IN THE CONTEXT OF PROFESSIONAL PRACTICE IN THE SPHERE OF PR AND ADVERTISING. Creativity and Modernity. 2022;(2):96-98. (In Russ.) https://doi.org/10.37909/2542-1352-2022-2-2015
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