These kinds of “pro-negativity” behaviors, whether ironic or not, have been studied by scholars for decades, notably by University of Wisconsin communications professor Jonathan Gray, who in 2003 argued for the inclusion of “anti-fans” within audience studies, or people who actively dislike specific texts. Anti-fans, many scholars have suggested, subvert the traditional mode of media consumption, wherein we’re supposed to accept and like the thing we’re watching. “As active, engaged viewers, we are not supposed to dislike, and we are meant to treat dislike with suspicion in others because liking has been characterized as a progressive effort to champion the underdog in popular media,” writes Anne Gilbert in the anthology Anti-Fandom: Dislike and Hate in the Digital Age.
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