Big Data from the Ground Up: Mobile Maps and Geographic Knowledge

Abstract

Consumer users of maps on mobile devices are producing noteworthy geographic knowledges in the contexts of their own lives that are distinct from those of professional data scientists. By leveraging the streaming nature of big data in mobile maps and zooming multiscalar views, consumer users' mobile map practices produce a popular, multiscalar form of visual geographic knowledge that is both enabled and limited by its big data assemblage and associated technologies. The first half of this article outlines the role of consumer user practices amidst spatial big data assemblages, not for volunteered geographic information or aggregate analysis but for contextual, everyday use. Consumer users and their knowledges are coconstituted through mobile map viewing and as materially limited technological practices. This article focuses specifically on the consumer users' concept of scale in this context, for Web-based maps' multiscalar views differentiate them from older maps. The second half analyzes mobile map consumer users' concepts of scale in a series of focus groups that involved both questions and observing participants' actions with maps on their own phones. Instead of passively accepting maps at predetermined optimized scales from the map application, consumer users actively viewed the map across scales while searching but not while navigating.