I’m going to contrast the way things were before the Internet (meaning before the WWW was popular among a large number of people), and the way things are now. I’m not saying I’m definitely right–tell me what you think.
Before
There were reviews by critics in newspapers, magazines, and TV. They could decide the fate of artistic products. When a Broadway show opened, people would wait up until late, late at night to read the reviews coming fresh off the presses. Those reviews could instantly sink a show. Magazines like Rolling Stone were highly influential in forming a more or less consensus opinion about popular music. TV movie reviewers like Siskel and Ebert had a large influence on what people saw.
The outsized influence of a smaller number of critics resulted, it seems to me, in a greater desire to be “fair”–in a restricted sense of that word. I think you still see this on a site like www.allmusic.com, which offers a database of reviews that go back before the Internet was a thing (and new reviews, too).
For example, if you look at the reviews for a major artist/band on Allmusic, you almost never see the reviewer (often Steven Thomas Erlewine) just hating on him/her/it. If enough people validate it, then his perspective is to validate it too. He may give “worse” albums a lower score, but he isn’t going to say Billy Joel or Arcade Fire or Def Leppard just sucks. Of course, there are “whipping boy” bands like Nickelback, but this too reflects the consensus opinion.
Back in the day, reviewers had a commercial incentive to like the stuff people liked, and like the stuff they thought people would like. Trashing something that otherwise would sell would piss off important people in the industry, and if general fans could not trust the critics’ taste to match their own, the critics could lose status. Plus, I think the critics took their responsibility seriously and wanted to steer people in the right direction.
The result is that contrarian opinions by critics stood out. There are some famous cases of Pauline Kael and Roger Ebert liking or disliking movies that virtually everyone else disliked or liked, such as Roger Ebert supporting the violent The Last House on the Left.
I think the end result of this kind of old school reviewing was that the consensus view tended to be much stronger back then. Sure, you knew that some critics didn’t like David Bowie or whomever as much, but there was a general sense he just was “good,” “important,” and so on. Plus, there was universal agreement that certain things were just great and loved by everyone that had a brain. For example, there were movies that all the major critics loved, and you wouldn’t encounter a contrary opinion, except among maybe your friends at the water cooler.
(There were also a few critics, like Rex Red, that made a point of trashing a lot of stuff. There were Rolling Stone journalists who hated entire genres of music. I know I’m oversimplifying, but I think the basic thrust of the above holds true.)
Now
The critics still review in the way outlined above, but there are more of them, and since there are more, I think they feel freer in taking a swing at something they don’t like than they did before. I regularly read movie reviews on MetaCritic:
And there is usually someone willing to take down a popular movie.
But that’s not the big change. The big change is crowdsourcing the entire planet as reviewers on IMDb, Amazon, and other sites. The result is that there will always be a contingent of people who love the unpopular and, contrariwise, hate the popular.
I don’t care what the album, movie, or book is, you will find people taking it down. Sure, a lot of these contrarians are not trying to think or write well, but many are. Also common, for example, are reviews that go, “I’ve loved everything that XYZ did until now, but I really hated this new creation, even though everyone loves it. Here are the reasons.”
In addition, you will find cogently expressed macro ideas that you would never have heard before. For example, you will find entire websites dedicated to why the Beatles suck. I love the Beatles, but I can’t dismiss everything they say, either.
I find it interesting to read these kinds of opinions, personally. They really do remind me of how matters of opinion are, well, matters of opinion. There are many different ways to look at something.
But here’s my big question
I think there’s also the general idea out there that popularity does not equal goodness. And some things that are also very popular are also reviled, such as Twilight. Some artists may be oblivious to this fact and think that, so long as the money is rolling in, they are doing great work–but I think most probably have doubts to some degree.
Thus: How do you know you are good when there is always a contingent that can cogently explain why you suck? In the year 1985, someone like John Hughes was making money, and while not every movie review was going to be stellar, critical opinion was also on his side. He could not log on and read what the haters had to say. Today, every artist has that option. No one is immune.
An example
Beyonce came out with a new album recently. Here is the relevant Amazon page:
I’m surprised at how few reviews there are, just 152 right now. The breakdown of the stars is as follows:
5 = 93
4 = 20
3 = 13
2 = 14
1 = 12
In my experience, the people who love something tend to review the most. Thus, most popular stuff gets an average of 4.5 stars or higher. A 4-star average, which this album has, is not really great, and anything less than that is not a good result for the artist.
It depends on how you view 3-start reviews–I tend to see them as more negative than positive, but at a minimum 17% (26/152) are disappointed with this album. Does Beyonce go on Amazon and read her reviews? If I were in her position, I would. And if I saw these negative reviews, I would have doubts about how good the album really is.
Here is a cogent 1-star review:
The reviewer is not trying to be a fancy rock critic–but that is a strength of these reviews, in my view. The writer just drills right down. The writer asserts that she liked other Beyonce music–this is to establish credibility and say, “I’m not just a hater.” And the reasons adduced are cogent, even if you disagree with them.
So, granting that an artist can always access such criticism, how does he or she retain the feeling that he or she is still doing good work (assuming that is a concern in the first place)? In the Internet era, all that can possibly be criticized will be. The crowd-sourcing of criticism is powerful thing.
Thanks for reading, I appreciate your thoughts on the above!