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 Right Tools for the Job
Tool-building is an essential but poorly incentivized component of academic geography and social science more broadly. To conduct better science, we need to
build better tools.
A representational tension
Do I need to know the precise polygonal geometries of Los Angeles and the University of Southern California to assert that the latter is within the former? No. My mind contains no such precise geometric model of points and lines, yet I know that USC is in Los Angeles. When humans reason with the real world, they focus on its objects, relations, and processes—rather than starting with geometry—because these are the keys to understanding and explaining the real world. Our GIS tools, however, usually do the opposite. Built from the geometry-up around the legacy logic of traditional cartography (geometries and layers), most GIS tools today are restricted by that legacy’s limited ability to model objects, relations, and processes. A representational tension thus exists in GIScience between being a geometric information science versus an ontological, relational, and processual information science.
The teleology of tool-building
The teleology of tool-building suggests that the real value lies in the end use of the tool, rather than in its origins
Urban form and grain
One square mile of different cities' street networks, held at the same scale to compare the urban form and grain.
Software often feels inevitable
Software often feels inevitable because its backstory is often invisible. We click a download link, run an installer, and suddenly have a new tool to use. Yet this conceals years of human decisions, experiences, and constraints shaping software outcomes that are in no way pre-destined.