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.
The human maker, working in unself-conscious matter, receives no worship from his creatures, since their will is no part of his material; he can only receive the response of their nature, and he is alone in fault if that response is not forthcoming. If he tortures his material, if the stone looks unhappy when he has wrought it into a pattern alien to its own nature, if his writing is an abuse of language, his music a succession of unmeaning intervals, the helpless discomfort of his material universe is a reproach to him alone; similarly, if he respects and interprets the integrity of his material, the seemliness of the ordered work proclaims his praise, and his only, without will, but in a passive beauty of right structure.