Big data analytics and ethical responsibility in the digital age

Big data analytics possesses the capability to process vast volumes of digital content and analyze societal sentiment trends in real time. Such analyses offer comprehensive insights and detailed models on how social awareness forms and evolves, particularly during periods of crisis. However, due to the immense, diverse, and complex nature of these datasets, traditional analytical methods often fall short, necessitating the ongoing development of novel interdisciplinary approaches and methodologies. At the same time, significant debates continue regarding the extent to which these datasets accurately represent the real world, given the existence of the digital divide and the ethical frameworks governing the collection and application of big data. This article explores the theoretical and methodological foundations of big data-driven research, the societal impacts arising from inequalities in data access, and the ethical issues that emerge during the collection and analysis of extensive datasets. The study consists primarily of secondary data obtained from existing literature, case studies, and the application of big data analytics in various research fields.