在互联网技术高速发展的今天，大数据重构传媒行业，是产业当下的热点话题。毫无疑问，大数据将给传媒业带来巨大的经济效益。然而，大数据的发展过程也存在着种种问题和隐患，需要传媒业对它的价值进行重新评估。本文通过分析大数据研究方法的缺陷、用户隐私安全问题以及引起的社会担忧三个方面，对目前传媒业中的大数据热进行冷思考，以为政府、学界、业界对大数据的应用实践提供借鉴。

With a rapid development of internet technology, big data has reconstructed media industry, which is one of the hottest topics in the industry nowadays. And big data is bringing media industry substantial economic benefits. However, big data is not omnipotent. It’s struggling with some problems potentially causing some damages to our life, which require scholars and professionals in media industry to rethink its in?uence and value profoundly. This essay analyzes the downsides of big data research method, user privacy and security issues as well as the social worries it has caused. By analyzing the in?uence of big data’s hot trend rationally, this essay has provided references for the practices of government, academia and the industry