My notes on Andrejevic, M., Hearn, A., & Kennedy, H. (2015). Cultural studies of data mining: Introduction, European Journal of Cultural Studies 18(4-5), 379-394
In this introduction to an important special issue, Mark Andrejevic, Alison Hearn and Helen Kennedy that the ubiquity of data infrastructure in everyday life means that “we cannot afford to limit our thinking about data analysis technologies by approaching them solely as communication media” and offer a list of questions which we need to address:
what kinds of data are gathered, constructed and sold; how these processes are designed and implemented; to what ends data are deployed; who gets access to them; how their analysis is regulated (boyd and Crawford, 2012) and what, if any, possibilities for agency and better accountability data mining and analytics open up. (pg 380)
This creates a problem for cultural studies because data mining challenges established forms of representation, “promising to discern patterns that are so complex that they are beyond the reach of human perception, and in some cases of any meaningful explanation or interpretation”. It is not “not only a highly technical practice, it also tends to be non-transparent in its applications, which are generally privately owned and controlled”. It poses an ontological challenge to cultural studies, as well as epistemological and methodological ones. In the absence of access to the products of data mining, the authors suggest cultural studies is left theorising their effects.
If we approach data analysis technologies as communicative media, we miss a “shift away from interpretive approaches and meaning-making practices towards the project of arranging and sorting people (and things) in time and space” (pg 381). Data mining isn’t undertaken to understand the communication taking place, as much as to “arrange and sort people and their interactions”. They suggest that recent developments in social theory mirror this changing reality (pg 381-382):
Perhaps not coincidentally, recent forms of social and cultural theory mirror develop- ments in big data analytics; new materialism, object-oriented ontology, post-humanism and new medium theory – all of which are coming to play an important role in digital media studies – de-centre the human and her attendant political and cultural concerns in favour of a ‘flat’ ontology wherein humans are but one node, and perhaps not the most important, in complex networks of interactions and assemblages. Thus, analysis of the circulation of affects and effects rather than of meanings, content or representations, con- nected as they are to human-centred forms of meaning-making, has become a dominant trope in some influential current approaches to media. Such analyses tend to fashion themselves as anti-discursive in their rejection of a focus on representation and cognition and their turn towards bodies and things in their materiality (rather than their significa- tion).
They make the compelling argument that to “remain within the horizon of interpretation, explanation and narrative” can be a “strategic critical resource in the face of theoretical tendencies that reproduce the correlational logic of the database by focusing on patterns and effects rather than on interpretations or explanations” (pg 382). The promise of these new approaches to correct an excessively discursive focus risks an “over-correction” and a “view from nowhere” in which “the goal of comprehensiveness (the inclusion of all components of an endless network of inter-relations) tends towards a politically inert process of specification in which structures of power and influence dissipate into networks and assemblages” (pg 383). Pushing beyond human concerns too easily leads to ever more specific analyses which collapse the substance of interactions into their effects, leaving us with “no way of generating a dynamics of contestation and argument in a flat ontology of ever proliferating relations or objects” (pg 384).
This is not a claim that there is nothing beyond culture, but rather a reminder that invoking this beyond is intrinsically cultural and a call for “an interrogation of the embrace of a post-cultural imaginary within contemporary media theory” (pg 384). This imaginary often obscures the political economy of data infrastructure, compounding the existing tendency for the ‘virtual’ character of digital phenomenon to distract from their socio-economic materiality; for all their opacity, complexity and power they are just another phase in the technological development of human civilisation (pg 385). When we recognise this in becomes easier to reject the “celebratory presentism” and remember that “technological forms, and the rhetorics and analytic practices that accompany them, do not come from nowhere – they have histories, which shape and condition them, and inevitably bear the marks of the cultural, social and political conditions surrounding their production and implementation” (pg 385). They end this wonderful paper with a call to action which I’d like to explore in the digital public sociology book I’m writing with Lambros Fatsis (pg 393):
We need to develop new methodologies and new intellectual and critical competencies to tackle the embedded assumptions buried in the code and their political and cultural implications. Our ability to accomplish these things will require more than isolated scholarly effort; collaborative, politically engaged activist sensibilities will no doubt be required in order to push past the privatized digital enclosures and open up access to the algorithms, analytics, distributive regimes and infrastructural monopolies that are increasingly coming to condition the contours and substance of our daily lives.