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.
Some time ago, a friend insisted that people should not listen to practicing architects or read what they write. According to him, the lack of logic in our discourse, the incongruity of our words, and the overzealousness in readings brought about by the biographical revision of our work were of little value.
In his book The Eyes of the Skin, Juhani Pallasmaa approaches it from the opposite direction, but ultimately gives the same advice:
The verbal statements of artists and architects should not usually be taken at their face value, as they often merely represent a conscious surface rationalization, or defense, that may well be in sharp contradiction to the deeper unconscious intentions giving the work its very life force.