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.
One summer morning, the beginning of July, I got this long letter from my girlfriend, and in it she’d written that she wanted to break up with me. I’ve always felt close to you, and I still like you even now, and I’m sure that from here on I’ll continue to…et cetera, et cetera. In short, she was wanting to break it off. She had found herself a new boyfriend.
I hung my head and smoked six cigarettes, went outside and drank a can of beer, came back in and smoked another cigarette. Then I took three HB pencils I had on my desk and snapped them in half. It wasn’t that I was angry, really. I just didn’t know what to do. In the end, I merely changed clothes and headed off to work. And for a while there, everyone within shouting distance was commenting on my suddenly “outgoing disposition”. What is it about life?