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.
That’s the primary difference between an axiom like “Curiosity Killed The Cat” and an axiom like “You Are Not Your User. ” The former rings true in common experience. It’s test-able, like striking a tuning fork or dangling a bit of yarn in front of a kitten. The latter is just some stuff that somebody said.
Sometimes, axiomatic sayings like “You Are Not Your User” no longer have a who that’s saying them. They cease being an actual instruction, and instead serve as a kind of identity, to identify the person who’s repeating the axiom as One Of Us.
The technical term for when an axiom devolves into an ID card is shibboleth: a custom, principle, or belief distinguishing a particular class or group of people, especially a long-standing one regarded as outmoded or no longer important.