This chapter shifts the book’s focus from interview-based analyses to a more theoretical-exploratory discussion of big data and data mining processes by and through digital media today. Some argue that the human mind is simply not equipped to work with such large amounts of data and that computers and computational processes are the answer as they can help humans make sense of data. This has been widely discussed in media and communication studies and related disciplines with a focus on research methods that help researchers to work with large data sets. ‘Big data’ can be defined as both a description of and the effort and mechanism itself through which to gather, extract, process, and analyse (digital) data or create such data in the first place through the conversion of other analogue data into the digital format. Those data are often made up of various smaller data and turned into large data sets.