The fine brothers

The rise of the ‘Dislike’ Button

In today’s world of online democracy, every voice counts. Whether you like or dislike something, your opinion is valuable. You have the right to hand out compliments and by the same token, you are able to dish out the most horrible, biting and seething insults.

With the presence of the ‘like’ and ‘dislike’ buttons on YouTube, there is no need to leave a comment. With a simple click you are able to express your opinion of a video. Your opinion matters, because as we know the most popular videos are those with the most ‘likes’ and on YouTube popularity brings viewers and the more viewers the more money one makes through advertisements. Therefore, the opinions of viewers directly affect content creators.

This is no different with music videos. Viewers are able to say if they approve of a video or not, with no further explanation. Did you not like the theme of the video? Did you think it was too sexual? Were you bored by it? This doesn’t matter. If you disapprove of a video you are able to let the world know, by simply giving it a ‘thumbs’ down.

The manifestation of opinion can come in various forms, including, pressing the ‘like’ button, leaving a comment, flagging a video or sharing it with your friends. However, in my opinion, the epitome of judgement comes in the form of ‘reaction videos’.

The ‘reaction video’ takes the ‘like’ and ‘dislike’ buttons to all new heights.

‘Reaction videos’ usually take on the format of ‘a camera pointed at someone’. A person will sit in front of a camera while they watch whatever video, their facial expressions and body language are recorded. Most ‘reaction videos’ include the person being recorded giving critique or complimenting the video being watched.

In the realm of music videos, ‘reaction videos’ are a common phenomenon. Naturally, these videos are quite bias in the opinions being expressed in them. Usually it involves a person watching a music video for the first time and giving their running commentary of it.

These kinds of videos are popular and ‘watchable’ as many YouTube viewers enjoy seeing other people’s opinions about a video, sometimes using other’s opinions to inform and help form their own.


Countless ‘reaction’ videos can be found on the web. They range from those shot in a bedroom with a simple webcam to those shot with professional cameras and lighting.

Here are only a few examples taken from YouTube.

I especially like ‘reaction videos’ by the Fine Brothers.