In 2005, I coined the term ‘cultural analytics’ to refer to the ‘analysis of massive cultural datasets and ows using computational and visualisation techniques’ (Manovich et al. 2014a) and in 2007 we established a research lab (Software Studies Initiative, Manovich et al. (2014b)) to begin practical work. Having developed and tested our techniques and software tools on a variety of smaller datasets, such as 4,535 covers of Time magazine from 1923 to 2009, and 1 million Manga pages, in 2012 we started working on larger social media datasets.