This study experimentally examined the social stigma associated with different types of popular media fandom. Participants read profiles of either a male or female sports fan or science fiction/fantasy fan and rated their impressions. Science fiction/fantasy fans, both male and female, were perceived as less physically and socially attractive compared to sports fans. Additionally, male science fiction/fantasy fans were rated as less physically and socially attractive than both female science fiction/fantasy fans and fans overall, suggesting fandom type interacts with gender norms to influence social stigma. The findings provide evidence that stigma towards science fiction/fantasy fandom is linked to the object of fandom rather than the level of fan behavior.

1. Sport Fans and Sci-Fi Fanatics: The Social Stigma of Popular Media Fandom
Elizabeth L. Cohen, Anita Atwell Seate, Shaun M. Anderson, & Melissa F. Tindage
• Popular media culture fandom is associated with a
variety of positive psychological, social, and cultural
outcomes, but people who participate in these fandoms
may be socially stigmatized because of the object of
their fandom
• Science fiction/fantasy fans are stereotyped as geeky
and overly obsessed, but behaviorally speaking, fans of
popular media culture share are not much different
from sports fans who engage in similar types of
“fanaticism”
• Stigmatization of popular media culture fandom could
be more damaging to male fans than female fans
because males are likely to be associated with geek
images in the media, and schematically people
associate science fiction/fantasy fandom with males
A Double Standard for Fans
• SCI-FI FANS perceived as less physically attractive
(M= 3.78, SD=0.86) compared to sport fans (M=4.27, SD=
0.76), and less socially attractive (M=4.40, SD=.93)
compared to sports fans (M=5.04, SD=1.02). No
differences on task attractiveness.
• MALE SCI-FI FANS perceived to be less physically
attractive (M=3.58, SD=.89) compared to the other
groups (M=4.18, SD=.78), and less socially attractive
(M=4.32, SD=0.94) compared to other groups (M= 4.87,
SD=1.02). No differences on task attractiveness.
• FEMALE SCI-FI FANS perceived as less physically
attractive (M=3.96, SE=.10), compared to female sport
fans (M = 4.42, SE = .10), and less socially attractive (M
=4.47, SD=.09) compared to female sports fans (M=5.19,
SE =12), No differences on task attractiveness
*All reported mean differences significant at p < .001
.
Planned Comparison Results*
• Undergraduates (N = 275) were randomly assigned to read 1 of 4
profiles of another college student and answer a survey about their
impressions of that person. Profiles were identical descriptions of a
fan, but varied according to the sex and type of fan described
• We used a 2 (Fandom Type: Sci-fi/Fantasy; Sports) X 2 (Fan Sex:
Female; Male) between-subjects experimental design to examine
the influence of fandom type and fan sex on the three types of
interpersonal attraction: social, physical, and task
Experimental Fan Description Vignette
[Abby/Allen] is 20 years old and attends a large, state university in eastern United States. This year, [she/he] is taking
courses in psychology, history, biology, math, and English. [She/He] is of average height and average weight. [She/He]
has brown eyes and short dark hair. [Her/His] favorite color is red. In [her/his] spare time, [she/he] enjoys playing with
her Labrador Retriever puppy, listening to music, and watching television. [Abby/Allen] is a huge fan of [science and
fantasy fiction stories/sports competitions]. [She/He] is enthusiastically devoted to watching and reading media about
almost anything involving [science and fantasy fiction/sports]. To express [her/his] support for [her/his] favorite
[stories/teams], [Abby/Allen] likes to buy souvenirs and other fan paraphernalia to decorate [her/his] house. [She/He]
has even been known to wear reproductions of [her/his] favorite [characters’/players’] uniforms just for fun. [She/He]
also enjoys doing things with other fans. [She/He] loves to participate in fantasy [role-playing/sports] games, and
discuss [science and fantasy fiction/sports] in online discussion groups. This year, [she/he] has saved up enough
money to attend a [science and fantasy fiction/sports] fan convention.
The Experiment Implications
• Provides experimental evidence that fan
stigma is linked to the object of fandom (not
fanish behavior), and there are adverse social
consequences to participating in sci-fi/fantasy
fandom which could lead to:
• Social ostracism
• Participation and STEM field gaps
• Sci-fi/fantasy fan stereotype is mixed: socially
undesirable but not less competent (e.g., fine
to fix my computer but not friend material)
• Sci-fi/fantasy fandom violates masculine
norms so men are particularly stigmatized
• Female fans don’t escape the stigma
entirely; sports fandom rooted in masculine
norms is perceived as being more socially
acceptable, even if a woman is participating
For More Information Email: elizabeth.cohen@mail.wvu.edu