The Roles and Challenges of Semiotics Unraveling Big Data in the Glocal Contemporaneity Ruled by Dromocracy

Big data is capable of hugely impacting the decision-making process, regarding that we are able to correctly interpret it. The challenge of analysing big data lies exactly on the balance between two things: its rapid-pace nature and our lack of a humanly possible capacity of following such speed. It is exactly Digital Semiotics that gives meaningful organization to big data, transforming it from data trash into a sea of useful information. Semiotics can tell us the nature of big data and it can also show us how to experience, manipulate and control it within the cultural conditions of global interactivity and of the velocity of production so typical of our era. Dromocracy, the life governed by a fast speed, is the name of the phenomenon which articulates the process of the so-called glocalization, which is a cultural development that staggers to the planetary territory and empowers to the infinite the hybridization of realms of existence, through such velocity. The role and the importance of Semiotics grow in Dromocracy, especially considering big data; and what sets Semiotics apart from any other science and makes it stand out is exactly that it could be the answer to understanding such world for all areas of knowledge, if, and only if, Semiotics is able to look inside itself for a deep, introspective adaptation to the ways of Dromocracy.