This study analyses the popular teaching evaluation site RateMyProfessors.com as a social, technological and cultural form of the digital reputation society. The site's socioeconomic context shows the process of media integration and commodification, while its technological aspect reveals the salience of certain pedagogic features, such as easiness, clarity, standard and entertainment. In comparison, the site's reviewer postings show how rating subjects may negotiate its socioeconomic and technological features. The empirical analysis addresses the limitations and possibilities of the participatory culture that emerges in the digital reputation society.