Farida is a Research Fellow based in the Information School at the University of Sheffield, United Kingdom. Her Fellowship is on ‘Big Data and Social Change’, focusing on social media, data journalism and citizen engagement (the latter, in the context of open data and the rise in popularity of urban agriculture). Her social media research centers on developing critical methods and tools for better understanding social media, images in particular, Big Data and algorithms. She has widely published in this area. She sits on the World Economic Forum’s Global Agenda Council on Social Media and is a regular public speaker.