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 small web is beautiful
I believe that small websites are compelling aesthetically, but are also important to help us resist selling our souls to large tech companies. In this essay I present a vision for the “small web” as well as the small software and architectures that power it.
Why aim small?
Why aim small in this era of fast computers with plenty of RAM? A number of reasons, but the ones that are most important to me are:
- Fewer moving parts. It’s easier to create more robust systems and to fix things when they do go wrong.
- Small software is faster. Fewer bits to download and clog your computer’s memory.
- Reduced power consumption. This is important on a “save the planet” scale, but also on the very local scale of increasing the battery life of your phone and laptop.
- The light, frugal aesthetic. That’s personal, I know, but as you’ll see, I’m not alone.
Features and complexity
Niklaus Wirth of Pascal fame wrote a famous paper in 1995 called A Plea for Lean Software. His take is that “a primary cause for the complexity is that software vendors uncritically adopt almost any feature that users want”, and “when a system’s power is measured by the number of its features, quantity becomes more important than quality”.
Solving the problem of software bloat
But instead of just complaining, how do we actually solve this problem? Concretely, I think we need to start doing the following:
- Care about size: this sounds obvious, but things only change when people think they’re important.
- Measure: both your executable’s size, and your program’s memory usage. You may want to measure over time, and make it a blocking issue if the measurements grow more than x% in a release. Or you could hold a memory-reduction sprint every so often.
- Language: choose a language that has a chance.
- Remove: cut down your feature set. Aim for a small number of high-quality features. My car can’t fly or float, and that’s okay – it drives well.
- Say no to new features: unless they really fit your philosophy, or add more than they cost over the lifetime of your project.
- Dependencies: understand the size and complexity of each dependency you pull in. Use only built-in libraries if you can.
Raw size isn't enough
A few months ago there was a sequence of posts to Hacker News about various “clubs” you could post your small website on: the 1MB Club, 512KB Club, 250KB Club, and even the 10KB Club. I think those are a fun indicator of renewed interested in minimalism, but I will say that raw size isn’t enough – a 2KB site with no real content isn’t much good, and a page with 512KB of very slow JavaScript is worse than a snappy site with 4MB of well-chosen images.
...[Instead, it's about] an “ethos of small”. It’s caring about the users of your site: that your pages download fast, are easy to read, have interesting content, and don’t load scads of JavaScript for Google or Facebook’s trackers.