Benjamin Grosser
What Do Metrics Want? How Quantification Prescribes Social Interaction on Facebook
A Research Paper by Benjamin GrosserWhat 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.
Ancient magicians as innovation consultants
The Codex Justinianus (534 AD), being the book of law for ancient Rome at that time, banned magicians and, in doing so, itemised the types:
- A haruspex is one who prognosticates from sacrificed animals and their internal organs;
- a mathematicus, one who reads the course of the stars;
- a hariolus, a soothsayer, inhaling vapors, as at Delphi;
- augurs, who read the future by the flight and sound of birds;
- a vates, an inspired person - prophet;
- chaldeans and magus are general names for magicians;
- maleficus means an enchanter or poisoner.
I happen to have spent my career in a number of fields that promise to have some kind of claim to supernatural powers: design, innovation, startups…
It’s not hard to run through a few archetypes of the people in those worlds, and map them onto types of ancient magician.
- Those like Steve Jobs (with his famous Reality Distortion Field) who can convincingly tell a story of the future, and by doing so, bring it about by getting others to follow them – prophets.
- Inhaling the vapours and pronouncing gnomic truths? You’ll find all the thought leaders you want in Delphi, sorry, on LinkedIn.
- Those with a good intuition about the future who bring it to life with theatre, and putting people in a state of great excitement so they respond – ad planners. Haruspex.
- Those who have the golden mane of charisma: enchanters. Startup founders.
- People with a great aptitude for systems and numbers, who can tell by intuition what will happen, from systems that stump the rest of us. We call them analysts now. MBAs. Perhaps the same aptitude drew them to read the stars before? Mathematicus.