From data fetishism to quantifying selves: Self-tracking practices and the other values of data

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Abstract

This article foregrounds the ways in which members of the Quantified Self ascribe value and meaning to the data they generate in self-tracking practices. We argue that the widespread idea that what draws self-trackers to numerical data is its perceived power of truth and objectivity—a so-called “data fetishism”—is limiting. Using an ethnographic approach, we describe three ways in which self-trackers attribute meaning to their data-gathering practices which escape this data fetishist critique: self-tracking as a practice of mindfulness, as a means of resistance against social norms, and as a communicative and narrative aid. In light of this active engagement with data, we suggest that it makes more sense to view these practitioners as “ quantifying selves.” We also suggest that such fine-grained accounts of the appeal that data can have, beyond its allure of objectivity, are necessary if we are to achieve a fuller understanding of Big Data culture.

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