With a few exceptions – focusing on journalism (Compagno 2017), works of art (Chartier, Pulizzotto, Chartrand & Meunier 2019, Dondero 2020), deep fake videos (Leone 2021, 2021), and data epistemology (Bachimont 2018) semiotics has been late to approach big data. In contrast information communication studies, which have quick recognize the revolution in medical, biological, political, urbani...