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.
The Pleasure of Observing
Abbreviation
I generally do not like to abbreviate behavioral notes. An important detail may be ignored or considered irrelevant and discarded because it lacks a discrete category on the list. It is often an anecdotal event that offers special insight.
Beyond dry facts
If one has a personal knowledge of the individual animals being studied, observations in field notes cease to be impersonal, and an observer’s empathy can lead beyond dry facts to better intuition and insight.
A study should persist
Since we cannot interview the subject, we can only infer the past from the present. Ideally, a study should persist for at least the life span of an animal.
Precious intangible values
The “precious intangible values” of this wilderness.
Independent fragments of existence
You cannot divide me into independent fragments of existence.
— The Last Panda, 1993
Panda routes
A detailed route of a panda foraging on bamboo shoots, showing the number of shoots eaten and droppings deposited (black spots) on May 31, 1982.