Final answer:
The correct answer is 'big data' for the provided question as it refers to large collections of complex data sets, which include consumption and media activity. Comic books, Wikipedia, MTV, and Coca-Cola commercials fall under the category of media.
Step-by-step explanation:
The subject matter of the question revolves around the various forms of media. Consumer shopping habits, social media activity, and web browsing history are rich sources of information, which are commonly referred to as big data. This term fits the context as it represents large and complex datasets that traditional data-processing software tools cannot adequately handle. Big data encompasses a wide variety of data types, including the aforementioned consumer and online behavior records. These large datasets are analyzed for insights that lead to better decisions and strategic business moves. In contrast, examples such as comic books, Wikipedia, MTV, and a commercial for Coca-Cola are prime examples of different types of media since they are various channels or tools used to store and deliver information or data.