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.
It is not evident, though many people, from the early Greeks on, implicitly act as if it were true, that all things, whatsoever they may be, can be put into words—you could talk about anything: the gods, truth, beauty, and justice. But if you consider what happens in a music concert, then it is obvious that what is transmitted to the audience cannot be put into words—if it could, then the composer and musicians would probably have used words. All the music critics to the contrary, what music communicates cannot (apparently) be put into words. Similarly, but to a lesser extent, for painting. Poetry is a curious field where words are used but the true content of the poem is not in the words!