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.
Black Line Volume, String Line-Light Volume, Corridor String Piece, Line Rectangle
"The resultant black rectangle was not what you "looked at" – there was actually nothing to focus on – but soon it brought the space into focus with a distinct visual snap. From inside, the light in the area seemed different, more substantial, and the wall color began to shift ambiguously. From outside the area, the tape seemed to lift the plane of the floor upward in your field of vision, and it also made the room seem wider and shallower than it really was." — Roberta Smith