“Chapter 7 is typical of the book. Here is a collection of people who record and track their everyday lives online, and then analyze and quantify their existence, from toothbrushing to reading to fecal contents. These “datasexuals” now have a social movement, of a sort, which they call the “Quantified Self” movement. It would be easy to dismiss the Quantified Selfers as harmless eccentrics if they did not have a significant presence among the opinion shapers and leading lights of Silicon Valley, and if the mindset they embody was not clearly present, if in moderated form, in the wider digital world, and if the assumptions and goals were not oozing out over the rest of us. From quantifying oneself in a private context it is a short step to the presentation of self through these numbers, and the use of them as a basis for optimization and refinement. So Morozov cites Reid Hoffman, founder of LinkedIn, who says that self tracking is a way to “acknowledge that you have bugs, that there’s new development to do on yourself” (237) so that we can algorithmically measure, tweak, and refine ourselves and our self-presentation to the world.
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