Critics vs crowds: Whose opinion should you be listening to now?

So, does it help to listen to the critics? Or do the crowds really know more than a handful of experts? It’s tricky territory. But here are some general guidelines.

Watch out for exaggeration. With new restaurants, “catchphrases such as ‘Must Try’ and ‘Hidden Gem’ used without justification are worrying signs”, says Nikhil Merchant, blogger and writer. Other suspicious buzzwords: “Offbeat”, “Hottest”, “Instagram-worthy”. This applies to clothing stores, too. For books, steer clear of “This book that will change your life”. Well-read folks rarely use such expressions.

Run an authenticity check. Even reviewers with years of experience should be able to appreciate a potboiler masala movie for what it is. “I don’t think there’s any rule that just because it’s popular culture that critics are going to be against it,” argues Anupama Chopra, film critic and journalist. “Critics are also consumers of content, so this is more in people’s heads than actual reality.” Consider RF Kuang’s 2023 novel Yellowface, which was a critical heavyweight but panned by readers. Writer Shunali Khullar Shroff believes opinion was divided because “it lacks the refined prose and nuance that could elevate it to literary excellence.” In other words, it was good, but for a book with that much hype, it was just not good enough.

Find the niche. Motorcycle-review sites tend to tailor their views even within their small community — obviously a site that drools over superbikes won’t be as appreciative of a budget commuter two-wheeler. Is a film’s reviewer someone who’s watched all kinds of cinema, or just a hobbyist fixated on American summer blockbusters? Look for details, says Merchant. A good review of any kind will “include analysis, not just ‘I loved this’ to convince their audience.”

Follow the money. “Producers and studios invest heavily in paid media, social media marketing and influencers to sway opinion in their favour,” says Nandini Ramnath, film editor at Scroll.in. Similarly, restaurants rope in content creators with freebies to promote their establishments. It might help to scroll through reviews of older movies or restaurants on the platform and gauge them against your own opinions. If you’re looking for what’s trending and successful at the moment, by all means, follow the crowd and box-office rankings, says Chopra.

Check the details. On Instagram, every young woman and man with money to spend on clothes calls themselves a fashion critic. “Social media has made everything democratic, and not just for fashion; it’s in every discipline,” says Sujata Assomull, fashion journalist, author and luxury consultant. But Zara hauls, Sarojini Nagar summer round-ups, sale announcements, sizing gripes and ‘Who Wore It Better?’ clips are not quite criticism. “Being a fashion influencer is a different skill. They are sharp, witty and make fashion relevant to young people’s everyday lives.”

Give it time. Most places and products perform at their best in the first few weeks — when influencers troop in, when reviewers check it out, when there’s buzz and interest. Ratings typically fall once this spell loses its magic. “Quality is hard to sustain. People do realise it, and you can’t really fool a customer,” Assomull says. Ramnath adds that no amount of critical acclaim can make an ordinary movie a success. “Dunki was a mediocre film that accordingly received lukewarm reviews,” she points out. “12th Fail was largely loved by critics and made a lot of money, too. Animal divided critics but made money. Perhaps a rigorous consumer survey is needed to understand whether positive chatter about a film (which includes paid media, word-of-mouth statements and independent criticism) drives footfalls or not.”