If there is one progressive benefit of internet, I would unequivocally state that it has given millions of people all around the world, a voice. Over the years we have seen how the voice metamorphized into a roar as more and more people are exposed to the power of this amazing medium. One of the most important aspects of internet is that, you can find answers to your most pressing questions with the help of an array of ‘experts’ from around the world — the prominent one being online reviews. Let’s consider that you want to buy something from online — the first feedback that you would seek to ensure that the purchase is a sensible one, would be to check how well is it rated; 5 stars vs 4 stars vs… The next stop likely would be user comments. By relying on these two sources, the mind naturally starts to develop an opinion. This generation of opinion today has been manipulated heavily to such an extent that one can be really unsure of what is actually happening.
I do Google Rewards surveys regularly, where I answer few non-intrusive questions for paltry Google Play credits which I can use later for purchasing movies, eBooks etc. I regularly check the Google surveys of establishments that I frequent to get an indicator of how well they are performing. Recently I discovered to my aghast, the power of how these reviews can conversely result in bloody consequences. One of the establishments I frequent, on one occasion had a receptionist who was having a particularly bad day. The next day, I received a notification of a new review for that establishment completed by one of Google’s empowered local guides. The receptionist was blasted with the unkindest words in this review by reviewer who even went far to blame the former’s callousness to a spate of mishaps happening external to the establishment, that had affected its patrons. The receptionist was soon let go from their job based on this one review since the corporate office had zero tolerance to negative reviews. As I witnessed this farce, I was flabbergasted at the sheer impunity of ruthlessness — one that takes the human away from the equation and allows livelihoods to be trampled based on some John Doe’s opinions formulated from behind a screen.
To add to this facade, I came across a news article that showed how competitors in the world’s largest online marketplace employs fake reviewers to promote one’s products and demean competitors’ products — including the extent to which these companies stoop in these efforts. These disturbing tendencies have only increased in a commercialized and increasingly competitive world. I have heard that AI provides the employers of today with sophisticated tools that vet people based on their online presence (or even lack of) and develop highly intelligent virtual models of them on which variables can be applied to measure responses. Based on these responses, significant insights on personalities and how they are a ‘best fit’ to the organization can be developed.
To summarize, online reviews has now been reduced an artificial banter of no substance that has been harmful and undermining the purpose of why the internet was established in the first place. It has become a cancer that is slowly devouring online consciousness due to the scale of its savagery. Since this has remained unchecked for a long time and that no one wanted to make the needed efforts, only time will tell what will become of this anomaly.