First to your most important point. I have written about this at length on this board. There are 2 different audiences.
#1 the general sports audience. And #2 the hardcore WTA audience.
The hardcore WTA audience is the group most likely to purchase tickets to events, take part in message board discussions, follow the players around.... etc, etc.
The general sports audience is made up of casual fans. These are people who will watch the big tournaments and most likely only know of a few players.
To the general sports audience, Serena is a major star. She has a tremendous following and a very high Q-rating. This is why when she plays, her matches draw the highest TV ratings. This is why she is the most important star to the WTA. And she is the highest revenue generator for her sport. This group represents a large, broad spectrum of fans. These are the fans that give her high approval ratings when sports surveys are done like the one you cited in your post.
The hardcore WTA audience is very different. There is far more disdain for her. Among some hardcore WTA fans, Serena is not nearly as popular as she is with the general population.
There is a great deal of bias. Of course, hardcore WTA fans are far more likely to purchase tickets, thus Serena support dwindles considerably during a match compared to what it is in the general population.
This is why for instance, when Serena is playing the US Open, her matches by far draw the largest TV audiences. But at the exact same time the crowd in the stands is largely against her.
This is a fascinating social quandry that has issues of gender, race, nationality, beauty etc. all rolled into one. There is perhaps no athlete on earth among the major sports that has a greater discrepancy between what hardcore fans think of them and the general population at large.
Example: If I posted on this message board that Serena is the GOAT. A flame war ensues. If go down to my local mall and state Serena is the GOAT, there are no arguments. Almost everyone would rightly overwhelmingly agree. Even many TV journalists and tennis sports historians largely agree with this. But there is still push-back from the hardcore base. Why Serena historically has such a difficult time with the hardcore WTA fans is an amazing dynamic.
There is not a big difference of fan support between the general population and the hardcore ATP fans when it comes to Roger Federer.
I remember being on this board last summer and there was a prominent poster here that actually argued endlessly that Caroline Wozniaki was a bigger draw and more important to the WTA than Serena Williams. I couldn't believe it! It is downright baffling trying to understand the views of some hardcore WTA fans, compared to the world in general. They truly do live in a different reality.
As for your other point. You are just wrong. Nowhere in this thread did I say the media was inciting hatred against the WS. I have no idea where that entire thought process came from.