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