In this article, I counter persistent claims of big data revolutionising managerial decision making, by tracing the technological and cultural origins of data-based management in the United States back to the 1970s and 1980s using historical source materials from the trade magazine Datamation. I argue that innovations in database technology within this period – database management systems and the relational database model – shaped and reinforced a data-based mindset. This mindset, I demonstrate, is manifested in four interlinked concepts of data: data as asset, data as raw, data as reality, and data as relatable. These concepts, I argue, provide a basis for current associations of big data with ideological values of objectivity and truthfulness. The article contributes to a growing body of work in media and communication studies that deconstructs the ideological discourses facilitating big data’s unquestioned integration in the business world.DOI: 10.18146/2213-7653.2018.364

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Keywords Big data, database, DBMS, relational database model, decision-making, management, revolution, ideology, Datamation
Publisher Nederlands Instituut voor Beeld en Geluid
Journal Tijdschrift voor Mediageschiedenis
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Note Tijdschrift voor Mediageschiedenis; Vol 21, No 2 (2018): Big Data Histories; 7-29
Kerssens, Niels. (2018). The Database ‘Revolution’: The Technological and Cultural Origins of the Big-data-based Mindset in American Management, 1970s–1980s. Tijdschrift voor Mediageschiedenis, 21(2), 7–29.

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