Big Data Discourses| Aesthetics of Boundless Insight: On the Scalar Ideology of the Data Imaginary

Abstract

This article explores the ways in which popular cinema contributes to the data imaginary. We engage in a close reading of key data-related scenes in Minority Report (2002), Moneyball (2011), and Snowden (2016), and we examine their extensive reliance on formal means that are deeply entangled with cinema’s capacity for scalar distortion. Using critical scholarship on the concept of scale as our interpretative lens, we argue that the distinct aesthetic construction of filmic engagements with data-driven issues is politically performative: The sequences that contribute to the data imaginary evoke what we term the “aesthetics of boundless insight,” eminently aligned with the discourse that presents big data as the key to unlimited potential and as a powerful technology without a predetermined agenda.