The Digital Realm: A New Era of Influence and Control in the Age of Big Data – Rafik Chelghoum

By Rafik Chelghoum, Journalist and Founder of Algeria Now

Translated By: Dr. Hana Saada

Algiers, Algeria | January 24th, 2025 — The world has been witnessing a profound shift in power dynamics, most visibly during high-profile events such as the inauguration of the U.S. President. A particular group of influential individuals—tech moguls, such as Elon Musk, Mark Zuckerberg, Sundar Pichai, and Jeff Bezos—sat front and center at the event, underscoring the dominance of digital platforms in modern society. These industry giants, with their unprecedented control over digital communication, are the new-age emperors who hold the reins of global influence.

The essential question that arises from this phenomenon is: How do digital titans shape the fate of the real world?

The answer lies in the mission of digital platforms, irrespective of their functions—be it for social interaction, news distribution, entertainment, or gaming. The core task of these platforms is the systematic collection of data from users, through account registrations, profile details, personal information, and interactions such as comments and likes. In this digital landscape, nothing is left to chance; everything posted is recorded and stored somewhere. This vast accumulation of data eventually leads to what is known as “Big Data.”

The media machine plays a pivotal role in this data-driven process. To effectively shape strategic communication, media outlets first map out the digital landscape and present it to decision-makers. But before launching any media strategy or activating their tools, media entities must first gather “Big Data.” This process follows a clear, methodical path: from data collection to reading, analysis, and extraction of actionable insights, ultimately paving the way for an effective communication strategy.

Processed data is not only a tool for shaping market trends; it is also the weapon used by global corporations, tech giants, and even governments to influence individuals on a massive scale. This process transforms people from mere consumers of information to subjects who are shaped by the intentions of the powerful few. It begins with questions like: Who are these individuals? What do they want? But the real aim is to shift this to: What should they be? What do we want them to be?

In this new reality, regardless of one’s identity, nationality, or status, everyone becomes a potential target of manipulation—an easy prey for the few who control the narrative.

The media’s role in this complex web is indispensable. Equipped with surveillance systems, strategic intelligence, and early warning mechanisms, the media collects data across all sectors and fields, including the simplest of information that could prove valuable. Whether to neutralize a threat or prevent its occurrence, the media serves as the gatekeeper, determining which narratives thrive and which are discarded.

In a time where the stakes are high, the media machine must not only focus on information collection but also on preemptively crafting strategies to dismantle risks before they take root. This approach ensures that any potential danger is neutralized early, allowing for the creation of a cohesive internal front, one built on collective awareness, that no external force can infiltrate.

Through this orchestrated system of data, surveillance, and strategic communication, the media becomes a powerful tool not only for dissemination but for shaping public consciousness, steering it towards the goals of those in control. The collective narrative, carefully constructed, is often indistinguishable from the truth, leaving the masses unaware of the forces shaping their perceptions and actions.

The ongoing evolution of digital platforms and the immense power of Big Data marks a new era, one where the boundaries between the digital and real worlds are increasingly blurred, and the power of information becomes the ultimate currency.

Rafik Chelghoum is a seasoned journalist, founder of the online publication “Algeria Now,” and an accomplished opinion writer featured in numerous Arab newspapers.

About Dzair Tube Media Group

Dzair Tube has firmly positioned itself as a leading force in Algerian digital journalism, delivering a rich and diverse array of content. Available in Arabic, French, and English, Dzair Tube captivates a broad audience, drawing over half a million daily clicks.

The platform’s excellence was notably recognized with the prestigious President of the Republic’s Award for Professional Journalist in the Electronic Press category on October 22, 2022. This accolade underscores Dzair Tube’s steadfast commitment to the highest journalistic standards.

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Awarded the Media Leadership Award by the Minister of Communication, Mohamed Laâgab, Dzair Tube continues to shape the Algerian digital media landscape, maintaining its position of influence and impact. Additionally, Dzair Tube’s prominence in Algeria’s media scene was celebrated at the ninth edition of the “Hilals of the Television” competition, solidifying its status as a media leader.

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