This, incidentally, is what distinguishes the universalizing involved in our argument from the universalizing that colonialisms have helped shape, indeed, the universalizing that underlies the whole vision of Big Data. Decolonizing data means speaking now from the position of data's colonized and imagining a common future for humanity beyond the contemporary project to reduce human life to the inputs and outputs of data processing.

Nick Couldry & Ulises A. Mejias, The Costs of Connection, loc. 637