How many times have we all wished that Facebook had a ‘Dislike’ button? When someone posts a status update about their dog dying, the person not feeling well or something else bad happening in their life, why can we only click ‘Like’? Emerging media are measured in many different ways, one of which is irritation. Irritation measures how annoying, confusing, messy or deceptive a website is for consumers. It is known to mostly influence attitude toward the web, but also influences how entertaining, informative, and satisfactory consumers find a website to be. If a website is considered to be annoying, consumers are probably less likely to be informed or entertained by it. If consumers feel irritated by a website, a Dislike button would probably be requested for that website too.
Measures of Behavior, Usage and Gratification have been proposed as a way to measure the effectiveness of interactive marketing communications. These types of scales examine how arousing, absorbing, enjoyable and entertaining consumers find their online experience. Social media sites are a type of website that consumers use as a form of entertainment.
Facebook does allow a user to comment on a post, which in a scenario such as any of the ones listed above, it’s probably more appropriate to post a comment with your empathy or sorrow. But there is not an option to ‘Dislike’ anything on Facebook, Twitter or any of the other social media sites. You want to use that button for the occasional upsetting moments, but there are also those people that just gripe about everything under the sun…you know…Haters, those people that get up each morning and drink their Haterade.
Well, guess what? They now have a new social media app called ‘Hater‘. The app was revealed this past Friday at the South by Southwest (SXSW) technology event. The creator of Hater, Jake Banks, believes the language of “likes” used on other services such as Facebook forces us to be overly positive and restricts our ability to be ourselves. That’s why he decided to develop an alternative social networking app called Hater, which is intended for sharing all the things you don’t like. The app looks a lot like Instagram. It allows you to take a picture or upload a photo from your phone, share it to the Hater community with a caption, view a feed of other posts from the Hater community and offer feedback.
Banks says Hater doesn’t just want people to be negative for the sake of being negative. He plans to roll out a feature in the future called Hate For Good, which will let users “create awareness” for things that need changing simply by sharing the fact that they dislike it.
How many people hate politics, traffic jams, duck faces? Perhaps you can try to change those things, but let’s be honest…I don’t think anyone is going to change Kim Kardashian from doing her duck face. The app could have potential for creating awareness of businesses that have treated customers badly or perhaps for products that are bad, but overall, I think the idea of the app will only encourage an already very negative culture. Can’t Mark Zuckerburg just create a ‘Dislike’ button? Is that too much to ask?