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Are We Cool Yet?: a Longitudinal Content Analysis of Nerd and Geek Representations in Popular Television

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Are We Cool Yet?: a Longitudinal Content Analysis of Nerd and Geek Representations in Popular Television Portland State University PDXScholar Dissertations and Theses Dissertations and Theses Summer 1-1-2012 Are We Cool Yet?: A Longitudinal Content Analysis of Nerd and Geek Representations in Popular Television Christopher Louis Cardiel Portland State University Follow this and additional works at: https://pdxscholar.library.pdx.edu/open_access_etds Part of the Broadcast and Video Studies Commons, Other Film and Media Studies Commons, and the Television Commons Let us know how access to this document benefits ou.y Recommended Citation Cardiel, Christopher Louis, "Are We Cool Yet?: A Longitudinal Content Analysis of Nerd and Geek Representations in Popular Television" (2012). Dissertations and Theses. Paper 810. https://doi.org/10.15760/etd.810 This Thesis is brought to you for free and open access. It has been accepted for inclusion in Dissertations and Theses by an authorized administrator of PDXScholar. Please contact us if we can make this document more accessible: [email protected]. Are We Cool Yet?: A Longitudinal Content Analysis of Nerd and Geek Representations in Popular Television by Christopher Louis Beauprey Cardiel A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Communication Thesis Committee: Leslie A. Rill, Chair Priya Kapoor Alma Trinidad Portland State University ©2012 Abstract This study explores the representation of nerds and geeks in popular broadcast television programs over the course of the past twenty years. A content analysis of the five most popular scripted broadcast television programs for each year was conducted in order to assess the frequency of nerd characters, as well as the social competence, physical attractiveness, and demographic information of each such character. In addition, a supplemental survey design study was employed in order to collect public opinion data regarding perceptions of nerds in general and on television. The results of these studies indicated that while the per-year frequency of nerd portrayals has not varied significantly, nerds have been consistently portrayed as overwhelmingly white and male. Nerd characters in popular television programs have grown more physically attractive over the past twenty years. Furthermore, while technological or computer-related expertise remain significant predictors for the identification of television characters as nerds by audience members, the same is true for unattractiveness and low social competence. Considered through the theoretical framework provided by past mass media scholars, these findings suggest that nerds represent a group of individuals consistently portrayed as possessing technical aptitudes which are highly desirable in the current social context, but that such roles are portrayed as accessible only to white males. i Dedication This thesis is dedicated to all the nerds, male, female and otherwise, without whom this project would not be possible. I am proud to count myself among your ranks. ii Acknowledgements I would be remiss if I did not offer my most sincere and heartfelt thanks to: Dr. Leslie Rill, without whose tireless guidance and insight this project would never have been accomplished, and who unceasingly exemplified a standard of scholarly excellence to which I will always aspire. Dr. Priya Kapoor, for her wisdom and support throughout my graduate studies, and for the cultural awareness she helped me bring to my research. Dr. Alma Trinidad, whose contagious passion for critical media studies is a true inspiration. Jason Gauz and Sara Jackson, for their invaluable assistance in coding and establishing interrater reliability. Ana Lapite, for her unending and unconditional belief in me throughout the course of my research. Few people would be willing to put up with being the partner of a graduate student, and I consider myself unimaginably fortunate to have found one of those few. And my family, who have supported me without pause for the entirety of my life. I treasure every one of you, and nothing I accomplish would have been possible without the foundation you provided me. iii Table of Contents Abstract ................................................................................................................................ i Dedication ........................................................................................................................... ii Acknowledgements ............................................................................................................ iii List of Tables ..................................................................................................................... vi List of Figures ................................................................................................................... vii Chapter 1: Introduction ....................................................................................................... 1 Study Goals ..................................................................................................................... 5 Justification ..................................................................................................................... 5 Chapter 2: Literature Review .............................................................................................. 9 Nerds and Geeks Defined ................................................................................................ 9 Subculture...................................................................................................................... 15 Mass Media Influence ................................................................................................... 18 RQ1a .......................................................................................................................... 23 RQ1b .......................................................................................................................... 23 RQ1c .......................................................................................................................... 23 Television Effects .......................................................................................................... 23 Cultivation analysis. .................................................................................................. 24 Parasocial interaction. ................................................................................................ 28 Encoding and decoding. ............................................................................................ 31 Television themes and messages. .............................................................................. 33 RQ2a .......................................................................................................................... 35 RQ2b .......................................................................................................................... 35 RQ2c .......................................................................................................................... 36 Sex and Gender in Television ....................................................................................... 36 H1 .............................................................................................................................. 42 RQ3 ............................................................................................................................ 42 H2 .............................................................................................................................. 42 Chapter 3: Method ............................................................................................................ 44 Study 1: Content Analysis ............................................................................................. 45 iv Sample. ...................................................................................................................... 45 Procedures. ................................................................................................................ 49 Measures. ................................................................................................................... 51 Data analysis. ............................................................................................................. 55 Study 2: Survey Design ................................................................................................. 56 Participants. ............................................................................................................... 56 Procedures. ................................................................................................................ 57 Measures. ................................................................................................................... 58 Data analysis. ............................................................................................................. 60 Chapter 4: Results ............................................................................................................. 61 Nerds in General............................................................................................................ 61 Public Opinion and Perception of Nerds ....................................................................... 62 Social Competence ........................................................................................................ 69 Physical Attractiveness ................................................................................................
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