ABSTRACT
What is the purpose of theory for sociological research using big data? Is theory necessary anymore, or can sociologists use statistical tools to mine large data sets in order to discover trends and patterns? Chapter 3 follows John Mohr’s discussion of three functions of theory in big data analysis, including theory functioning as a navigational tool, as a tool for hermeneutic analysis, and as a tool for critical analysis of methods themselves. Theory may be more value for sociology than ever as data sets grow larger and more complex and as a consequence researchers require more guidance in order not to be overwhelmed by statistically significant but substantively meaningless relationships between variables. Theories of communication and language allow sociologists to use data mining tools on textual data to analyse social construction processes. And because computational and statistical methodologies cannot analyse themselves, theory provides a means for critical and reflexive analysis of the use of such methodologies for social research.
