Do we really need another topic on why Djokovic is not liked ***sigh***
Short answer: People don't root for Djokovic because he doesn't come across as likable and charismatic, it is as simple as that.
An interesting anecdote: I watched with my girlfriend a Djokovic match at the US open on TV. Just to clarify, she doesn't know much about tennis, she heard vaguely about Federer but never heard of Nadal before. So, she's really a neutral observer. And you know what she said about Djokovic? That he looked really agressive (and she was not talking about his game, but his on-court behavior and facial expression). That is the
impression he made on
her. Not exactly a great impression I would say, huh?
People don't like Djokovic, because he makes a bad first impression on them. And the first impression always remains.
Personally, I really started disliking Djokovic after that AO 13 match against Wawrinka when he ripped off his shirt after a long match and started acting like a gorilla on court with the chest thumping. I never liked his face or rather his facial expression before, but I think at that particular point of time I really started disliking him. To me he always came across as an arrogant jerk. Add to this his smashing of rackets when he's losing a game never mind the fact that he's a up a set and a break in the second set
Picking fights with the crowds and not understanding that crowds like to see tense matches and don't pay to see boring routine wins like 6-1 6-2 (think last year WTF against Nishikori).
There are two myths regarding Djokovic's lack of popularity that need to be debunked:
1) He is disliked because he's serbian. Complete nonsense, Ivanovic is also serbian and quite liked in general. Personally, I like to root for Ivanovic and also Cilic (from Croatia but close to Serbia), so it has nothing to do with nationality.
2) He is disliked because he crashed Fedal's party. People on this board need to realize that the Federer and Nadal nutjobs obsessed about records only represent a tiny fraction of the tennis fans overall. Sorry, but most people in tennis stadiums are casual fans and tend to root for players that are charismatic and that bring them some sense of excitement. By the way, if you believe in this type of theory , then someone like Nadal should be hated in Switzerland considering how many times he has prevented Federer from winning big titles: this is clearly not the case, I know plenty of people who root for Nadal in Switzerland and the crowd was rooting heavily for Nadal last monday in Basel (I was there in the stadium).