What are the effects of this enumeration, of these metrics that count our social interactions? In other words, how are the designs of Facebook leading us to act, and to interact in certain ways and not in others? For example, would we add as many friends if we weren’t constantly confronted with how many we have? Would we “like” as many ads if we weren’t told how many others liked them before us? Would we comment on others’ statuses as often if we weren’t told how many friends responded to each comment?
In this paper, I question the effects of metrics from three angles. First I examine how our need for personal worth, within the confines of capitalism, transforms into an insatiable “desire for more.” Second, with this desire in mind, I analyze the metric components of Facebook’s interface using a software studies methodology, exploring how these numbers function and how they act upon the site’s users. Finally, I discuss my software, born from my research-based artistic practice, called Facebook Demetricator (2012-present). Facebook Demetricator removes all metrics from the Facebook interface, inviting the site’s users to try the system without the numbers and to see how that removal changes their experience. With this free web browser extension, I aim to disrupt the prescribed sociality produced through metrics, enabling a social media culture less dependent on quantification.
I walked around with a map, penciling in X’s wherever there was a barn or shed. For the next three days, I covered four kilometers in all four directions. Living toward the outskirts of town, there are still a good many farmers in the vicinity. So it came to a considerable number of barns—sixteen altogether.
I carefully checked the condition of each of these, and from the sixteen I eliminated all those where there were houses in the immediate proximity or greenhouses alongside. I also eliminated those in which there were farm implements or chemicals or signs that they were still in active use. I didn’t imagine he’d want to burn tools or fertilizer. That left five barns.