Big data is a data set (or a methodology) whose potential utility is not yet fully known for its size and it is often considered as population itself or huge data whose size is close to population. However, big data itself has vague definition. How 'big' should a data set be a 'big data'? In addition, general public has difficulties accessing big data. Big data are mainly handled and/or owned by large companies or government offices. Therefore, Kim (2011) proposed an alternative concept to big data: 'appropriate data (AD)'.
AD is inspired by 'appropriate technology (AT) which means that engineers/scientists should develop technologies that are both affordable and efficient. For instance, providing an expensive water purifier set to a typical underdeveloped village is useless because the residents cannot pay for the power bill and filter replacement for the device. As an example of AD study, Kim (2007) was able to predict the emergence of Barack Obama using the intersite hyperlink networks data of United States senators, retrieved in as early as 2005. This was possible because Kim understood that web is a relational and topical medium and those traditional ‘mainstream’ politics theories overlooked the importance of inter-senatorial interactions online and offline. The size of U.S. senators websites was just 100, specifically, 100*100 matrix for measuring their on-the-web interactions and content similarity among those websites. The author of this study attempts to evaluate the validity of semantic and relational data from the web of pacific telecommunication companies to evaluate their images formed by both the companies and general users.
Based on social construction theory, the present study examines how the images of pacific telecommunication companies are formed and changed over time and seeks to find theoretical and practical/policy implications from the analysis.