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.
Ruins, Rub-outs, and Trash
Tracing paper into palimpsest
Kahn's preferred medium was charcoal. He liked to use the side of his hand to rub out the thing he was drawing in order to draw it over, and over again.
Turning the tracing paper into a palimpsest; where some trace of each previous marking is still there, only blurred out and faded back by Kahn's rubbings-out and re-renderings, so that in what he made there is also the record of how it was made.
Charcoal on trash collected over time acting as ersatz animated film recording how Kahn's ideas developed.
So insufficiently palimpsestic
I worry that unlike Kahn's process and tools, the processes and tools we use are aimed at helping us satisfy the demand for moving fast and breaking things, not to be good, or to better ensure the doing of good work.
My son Gerrit told me about a YouTube video from a conference where the presenter asked for a show of hands from video game developers in the audience who could produce or successfully compile their own code from the previous quarter. Or from the previous year. Or from two years ago. And by that time the point had been made: nobody had their hand in the air.
Good for the next man
Lou Kahn said that a house is only good if it's good for "the next man."
He knew that the likelihood of its spaces and places continuing to be loved after "the first man" has come and gone requires the kinds of attention to detail you'd have to be paying if the next man and the next-next man were embraced as stakeholders from the onset.