Some old timers, and by that I mean people who came of age in the 1980s, will say a movie in their era began the rebranding of geeks. Revenge of the Nerds glorified a group of fraternity geeks, making them the protagonists that get the girls and save the day. The novel concept of the movie was so successful Revenge of the Nerds was followed up by two more films and became a cult classic.
The rise of geek culture as we know it today has corresponded with the tech revolution. We geeks revel in everything nerdy, and nothing is more geeked out than technology. Jocks have their brute force, but geeks have their brains. We solve the world’s problems by figuring out how to harness technology to create solutions.
As technology becomes more ingrained in our everyday life, geeks are being hailed for their contribution and people are beginning to appreciate their efforts a lot more. Geeks have even found a place in the military where they’re seeing more geeks in the media today is they sell. If you need to create sales videos, a geek is the perfect spokesperson for a variety of products. You can use a real live geek or create one through animation, a popular medium for nerds. Either way marketing with geeks is big business.
Geek culture is inherently connected to technology, so putting a front and center to push a related product just makes sense to the viewer. However, the psychology behind geek salesmen goes much further than their penchant for gizmos and gadgets.
Geeks are also considered to be fairly trustworthy. They know what they’re talking about, or at least seem like they do. These are all traits that a brand can capitalize on the build trust with consumers.
A number of clever ad campaigns featuring geeks show off the numerous personality types that fit the category. It also hits on another geek strong point – the butt of the joke or making a witty comment of their own, geeks are a standard stereotype that works well for humorous ads.
The Geeky Generational Shift
I’ve grown up in the digital era knowing that the geeks among them could grow up to be tech giants or doctors that work to cure cancer. Geeks are being viewed less as people to pick on and more as the problem-solvers of tomorrow that others will brag about knowing.
21 Jump Street really hit on this generational shift towards geeks. Jonah Hill is all for letting your freak (or geek) flag fly.
Geek Identification is Spreading and Gaining Viewership
As more people embrace their geeky side and the stigma falls away, wet care one bit about geek culture, but money talks.
Since 1970 Comic Con, the premier event for comic book enthusiasts, has grown from 300 attendees the first year to more than 130,000. It’s still far from seeing all the preconceived notions about nerds disappear. For now, geeks can take solace in knowing their type is now the leading character not just a characterization.