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 see science reversing the trend toward atomistic explanation that has been so triumphant in the last 400 years, and I predict a more human future based on the symbiosis of exact knowledge (which is by its very nature limited) and experience.
...Matter cannot be understood without a knowledge of atoms; yet it is now becoming evident that the properties of materials that we enjoy in a work of art or exploit in an interplanetary rocket are really not those of atoms but those of aggregates...It is not stretching the analogy much to suggest that the chemical explanation of matter is analogous to using an identification of individual brick types as an explanation of Hagia Sophia.