The other day, at WalMart, where I do my grocery shopping, since, like or not, it’s the best grocery store in 60 miles, the check-out clerk informed me that, if I went to the site listed on my receipt and rated my latest visit to WalMart, I’d be eligible for a drawing for a $5,000 WalMart gift card. The next day, at Home Depot, I had a similar experience. That doesn’t include the endless ratings on Amazon, B&N, and scores of retailers, not to mention U-Tube, Rate Your Professor, and the student evaluations required every semester at virtually every college or university. Nor does it include the plethora of reality television shows based on various combinations of “ratings.”
It’s getting so that everything is being rated, either on a numerical scale of from one to five or on one from one to ten. Have we gone mad? Or is it just me?
Ratings are based on opinions. Opinions are, for the overwhelming majority of people, based on their personal likes and dislikes… but ratings are presented for the most part as a measurement of excellence.
Yet different people value different things. My books are an example. I write for people who think and like depth in their fiction… and most readers who like non-stop action aren’t going to read many of my books, and probably won’t like them… and those are the ones who give my books one star with words like “boring”… or “terminally slow.” By the same token readers who like deep or thoughtful books may well rate some of the fast-action books as “shallow” [which they are by the nature of their structure] or “improbably constructed” [which is also true, because any extended fast-action sequence just doesn’t happen often, if ever, in real life, and that includes war].
Certainly, some of the rationale behind using ratings is based on the so-called wisdom of crowds, the idea that a consensus opinion about something is more accurate than a handful of expert opinions. This has proven true… but with two caveats – the “crowd” sampled has to have general knowledge of the subject and the subject has to be one that can be objectively quantified.
The problem about rating so many things that are being rated is that for some – such as music, literature, cinema, etc. – technical excellence has little bearing on popularity and often what “the crowd” rates on are aspects having nothing to do with the core subject, such as rating on appearance, apparel, and appeal in the case of music or special effects in the case of cinema.
Thus, broad-scale ratings conceal as much as they reveal… if not more. Yet everyone with a product is out there trying to get some sort of rating? Obviously, those with a product want a high rating to enhance the salability of their product or service. But why do people/consumers rely so much on ratings? Is that because people can’t think? Or because that they’re so inundated with trivia that they can’t find the information or the time they need to make a decision? Or because the opinion of others means more than their own feelings?
Whatever the reason, it seems to me that, in the quest for high ratings, the Dr. Jekyll idea of applying the wisdom of the crowd has been transformed into the Mr. Hyde insanity of the madness of the mob.