got to thinking how intensive it would be calling in all of this stuff and assembling it if I had a large member base
The R in RDBMS stands for Relational. The mysql database engine is designed to efficiently optimize JOINed queries between related tables, assuming you have proper foreign keys and indexes set up.
By storing data, either serialized or as json, you will not be able to directly, in an sql query, search for any particular information, either by keywords or by member/user, count or sum any particular information, or do any other manipulation of the information, such as hide/delete all posts by a member posting spam.
To do any of these things with serialized or json data will require that you retrieve all the data, unserialize/json_decode it, then do any search, count, or manipulation of the data. As the number of members/users increases, this will require more intensive processing, using php code, with is a parsed, tokenized, interpreted language, that will typically take 5-10 times longer, times the number of rows being examined, than if you can do the same operation in an sql query, which uses complied code to perform these operations on the data.