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.
Thinking in terms of outputs
In our use of digital and analogue filing tools, we classify information through folders. An article about railway construction gets filed under ‘infrastructure’ or ‘transport’. In Evernote we tag it with ‘rail’ or ‘construction’. This is thinking like a librarian and not like a writer. We are classifying the information as an input. The reason you take notes as a writer is to produce content. It makes sense, then, to take notes in line with this goal.
Traditional filing like this tends to fail when you attempt to write your content. You are stuck trying to figure out which categories will be relevant for your proposal, paper or blog post. Interesting writing often comes from connecting separate fields through a common idea. By revealing the common denominator. By unifying two seemingly-contradictory ideas. How can you possibly achieve this if you’re looking in the same category for your information? The categories simply do not fulfil the function required by the writer.
The notes you take and indeed, the way you process information, should be with a specific project or idea in mind. You must classify information in terms of its outputs. When you take notes on a book, think about how this could apply to a specific idea you had or how it argues against a paper you read last week. The premise is that you should be organising by context and always trying to connect the dots between the content you're consuming.