Faceloop

Interaction metrics and social networks

Sofia Machado
FBAUL — MDCNM 2017

Metrics are prevalent on Facebook, and can be counted in a variety of ways, from the number of likes to notifications. The quantification of these elements acts continuously on the actions of the users, contributing to the creation of the virtual “self”, which is formed from numbers and data as a measurable entity.
Faceloop constitutes an alternative and fictional version of Facebook, focusing on metrics as the basis of gamification. The website presents references on the theme and operates to expose the game mechanics and the play elements associated with the actions of the users. In this way, it reveals the constant quantification of users' behaviors, which is combined with gamification, as a strategy to ensure their constant engagement.

Bibliography

BOGOST, Ian. (2010) Cow Clicker. The Making of Obsession. Disponível online.

DRAGONA, Daphne. (2013) "Counter-gamification: emerging tactics and practices against the rule of numbers”. In Rethinking Gamification. Meson Press.

GROSSER, Benjamin. (2014). What Do Metrics Want? How Quantification Prescribes Social Interaction On Facebook. Disponível online

MEAD, Chris. (2011). Socially, gameful persuasion: the next level. A study of Facebook through the lens of persuasive technologies and gamification. LAP Lambert Academic Publishing.

NICHOLSON, Scott. "Exploring The Endgame Of Gamification". In Rethinking Gamification. Meson Press.

XUAN, Zhuanet all. (2013). "The Many Faces of Facebook: Experiencing Social Media as Performance, Exhibition, and Personal Archive". CHI 2013: Changing Perspectives Paris, France, 2013.

ZICHERMANN, Gabe; CUNNINGHAM, Christopher. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. O'Reilly Media, Inc.

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Ian Bogost via
Cow Clicker

“You get a cow. You can click on it. In six hours, you can click it again. Clicking earns you clicks.”

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Daphne Dragona

“What happens in the web is one of the many facets of the phenomenon of gamification which opens the way not only to opportunities for gameful interaction, but also to new modes of exploitation, capitalisation, and control.” ..more

Scott Nicholson

“Gamification is the application of gameful or playful layers to motivate involvement within a specic context. Most current applications of gamification focus on offering points and rewards to motivate users. This reward-based gamification takes only a small part of gaming – a scoring system – and uses it to create the same type of loyalty system that has been in existence for decades.” ..more

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Benjamin Grosser

“Engagement with a “like” represents not just a single action, but future potential engagement with a variety of content. In other words, interaction with the “like” leads to more (future) participation. Similarly, when looking across all metrics on Facebook, are users more likely to click on an advertisement if they only see its title or if that title is accompanied by a message indicating that 17,819 other people “liked” it before them? I contend that Facebook shows the metric when the latter is true.” ..more
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Daphne Dragona

“The social media world is a competitive world with scores dependent on networks’ algorithms on one hand and on users’ promptness and virtuosity on the other; it is part of a new gameful reality, which – based on machinic modes of counting – continuously tracks and processes networked human moves and interactions.” ..more

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A Facebook game about Facebook games by the author and game designer Ian Bogost. It was first released in July 2010 as both satire and playable theory of social games circa that era.

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Benjamin Grosser

“Thus, within our system of capital, quantification becomes the way we evaluate whether our desire for more is being fulfilled. If our numbers are rising, our desire is met; if not, it remains unmet. Personal worth becomes synonymous with quantity. Further, through strategies like the audit, the pursuit of capital establishes a desire to impress others through quantification.” ..more
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The Social ID Bureau is handing-out personal identification cards for a limited number of Facebook Social Network citizens, interested in alpha testing. Be the first among your friends to pick-up your social identification card and explore the future.

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“Since the appearance of the social web in the middle of the previous decade, social networking platforms were based on technological structures which embraced different game and play elements, encouraging users to have a lusory attitude when interacting within them.” ..more

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Chris Mead

“It may even be possible, while at a stretch, to define Facebook as an actual game if we were to take Dunathan's definition of a game: competition, abstraction and power. If we were to use those sole three elements as an indicator of gamified design, then Facebook would comply. Competition exists through social theory in the sense that users may intrinsically motivate themselves to strive for smaller 'goals' in an effort to achieve recognition.” ..more

Xuan Zhao et all

“Both the performance and exhibition perspectives frame social media behavior from an outward-facing, public perspective. This framing is natural given the social nature of these media, but the emerging practice of using social media for personal archiving leads us to consider whether the self has also become an important audience. One conceptualization of these data is the notion of “digital possessions” that carry and display meaningful events, places, and people for both the self and others to view.” ..more

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Daphne Dragona

“The online self started more and more to be fed by data and numbers; it became measurable and started resembling a Sims character or a Tamagotchi toy that needed to be taken care of in order to remain “alive".” ..more

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As viral marketing strategies have been exploited by corporate media to make profit connecting people all over the world, Seppukoo playfully attempts to subvert this mechanism disconnecting people from each other. With Seppukoo in fact it's not important how many friends you have, but how much you may influence them. Induce your friends to commit Seppukkoo and rise up the Seppukoo Rank!

Ian Bogost

“Gamification is easy. It offers simple, repeatable approaches in which benefit, honor, and aesthetics are less important than facility.” ..more
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