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BIG DATA: NEW ORGANIZATIONAL OPPORTUNITIES AND SOCIAL RISKS

The article is devoted to an analytical review of the results of the application of "Big Data" ("Big Data") by various international companies and a review of expert assessments, in accordance with which the possibilities of using large data arrays as sociological information and, at the same time, sociocultural challenges, problems associated with information, which can be selected from biased samples, the risks associated with the use of private information and personal data for other purposes, in particular to create false news, distorted official statistics, to falsify polls and elections.