Hypodermic syringe theory Assuming there is a direct effect between content that people are feed and the actions that they do, basically stating that the media can influence how people think and behave. Two step flow theory Ideas flow from mass media to opinion leaders, and from them to a wider population . _____________________________________________________________________________________ The term was coined in 2001 by Doug Laney Big three Vs Volume, velocity, and variety Where does it come from? -Machines - IoT sensors , environment sensors, aircrafts, smart cities, etc. -People - Social media, Tweets, Photos, Media in general. -Organisations - Transactions, Banking, Shopping Rise in Big Data. -Cloud computing is normalised -New tools and platforms that's help civilians synthesise data -Monetisation/ commercial gain -Increasing concerns such as IP address and privacy -Rise in smart cities and decrease in carbon foot print Structured data set - Spreadsheet...