Rappler has been trying to bill itself as a “social news network,” supposedly a cross between social media and news. But a news organization isn’t supposed to be like social media, nor should it aspire to be.

The Mood Meter is ridiculous, plain and simple. It’s something you would expect to find in Candy Magazine or Kzone, not a serious news organization. It’s embarrassing.

What value does it add to an article? How does knowing that a Kris Aquino story makes people “annoyed” useful in any way?

It may even have a subtle influence on the reader. By labeling articles with “this story makes people angry” or “this story makes people annoyed” it predisposes readers a certain way. Let people read the damn article and find out what they feel for themselves.

I like Rappler. I think they’re an important and legitimate news outlet and a welcome addition to a conservative media landscape. They have a great multimedia section that’s leagues beyond the PDI and the Star. They make infographics that are both beautiful and easy to understand. Most importantly, they provide a platform to fresh young voices like Patricia Evangelista and Nicole Curato.

Rappler should stick to what it does best. Gimmicks like the Mood Meter does it no favors.