BIG DATA IN THE CONTEXT OF PROFESSIONAL PRACTICE IN THE SPHERE OF PR AND ADVERTISING
The digital transformation of society over the past decades has generated unprecedented volumes of Big Data. This data contains very valuable information about human behavior and social interactions, so valuable for determining consumer behavior. The use of the results of processing and analysis of such data for pro t is associated not only with the ethical aspect, but also due to some contradictions. Big data touch on many realms of daily life and have profound impacts in the socio-economic context of a person’s daily life. In view of this, the study of the practice of working with big data within the creative industries, in particular PR and advertising, is becoming increasingly relevant