The documentary “The Great Hack”, explores how a data company named Cambridge Analytica came to symbolize the dark side of social media during the 2016 U.S. presidential election, led by journalist Carole Cadwalladr. After watching this film, Big data is seen to be one of the biggest things by today’s society. Almost everybody in today’s society is using a social media platform whether it is for personal life, professional life or as a business strategy. Apps like Instagram, Facebook, Snapchat, even Linkedin, a very professional setting is considered to be social media. Throughout the film, we see how companies such as Cambridge Analytica take advantage of users of such platforms and use information users find to be private. Without reading the breathtakingly long terms and conditions many users just accept and create accounts without knowing what permission they are actually giving the app. For instance, when signing up for an Instagram account, you are giving Instagram permission to see everything about your profile, your location, your email, your phone number, your address, your likes and dislikes and many other things you may not even know about. With this data, companies like Cambridge Analytica, support campaigns as they did in 2016 with the United States Presidential Election. Alexander Nir, CEO of Cambridge, stated that he used it for several campaigns around the world, including the United States 2016 Presidential Election, Brexit in the U.K, to Brazil. By using this data, they separate people they see to be unsure of where their vote is and build a personality for that person. After doing so, they hope to persuade these people into voting for the candidate they are supporting by blowing up all their social media platforms with advertisements to vote for that specific candidate. In the 2016 election, Trump was pushing out millions of advertisements this way while Clinton was only pushing out thousands. When it comes to Professor David Carrol, his view on this is completely different. He believes that by using these data rights and invading the privacy of users that companies like Cambridge Analytica are wrong and have failed in protecting the privacy of users. Nothing is really private to anyone anymore. There are many comparisons between this film and “Death of the Private Self”. They both make audiences come to the realization that nothing is private anymore because of the advancements of technology and social media. Though “Death of the Private Self” did it in a more extreme way with not much to believe it has the same ultimate message that this documentary did a great job in conveying. There is no more privacy in this time of the world. We all have given companies like Cambridge Analytica rights to personal private information of ours with the touch of one button. Privacy is hard to attain in today’s society whether we like it or not. It’s just how it is.