This theoretical paper argues for the need to review communication and media education curricula in the light of how roles and jobs are undergoing transformation in the communication and media industries wherein work carried out daily is influenced by Big Data analytics and derivations. Educators have to ensure that communication and media students comprehensively understand how and why large-scale data-sets are collected, scrutinized and interpreted for meaning and value to be ultimately applied when generating content. Big Data analytics and derivations need to be more present in contemporary communication and media programs considering how they are impacting on ways of doing and of knowing as well as on the negotiation of value within the communication and media industries.