Abstract: Big data digitizes everything in the world and makes the world transparent, so the human nature being accustomed to hiding is suddenly and completely exposed to the public, which has caused many ethical issues. The traditional ethics starts from a negative ethical view to believe that big data has brought about such issues as privacy, fairness and security to human beings. Then it gives prescriptions for prevention and governance in an attempt to regulate big data with old ethics. But from a positive ethical point of view, big data and its transparent world may also bring us the true return of humanity, such as sincerity, equality, freedom, safety and personality. The historical wheel of the big data revolution cannot be stopped. We can only insist on data openness, improve data capabilities, narrow the data gap, change the concept of privacy, rebuild the ethical system, pursue limited freedom, and embrace the big data era with a positive ethical attitude.

Key words: big data, transparent world, positive ethics, ethical reconstruction