Conclusion: Can We Think without Categories?

Since the turn of the twenty-first century, global digital culture has entered a new stage. Computational analysis of cultural digital artifacts, their online “lives,” and people's interactions with these artifacts and each other have redefined dynamics and mechanisms of culture. This analysis is now used by numerous players—the companies that run social networks, NGOs planning their outreach, tens of millions of small businesses around the world advertising online, and hundreds of millions of people who plan, create, and manage their self-presentation on the web. At the same, fashion companies, book and music publishers, television and film producers, food and beverage companies, hotel chains, airlines, and other big companies in culture and lifestyles industries use big data that is relevant to them and data science to design, test, and market their offerings, and to predict the demand.