Danuser, Deborah J.
(2024)
Evoking & Embodying Science: Representing Science and Social Differences in Early 21st Century Television Commercials.
Doctoral Dissertation, University of Pittsburgh.
(Unpublished)
Abstract
Prior scholarly research has documented persistent stereotypes about scientists and STEM(M) in American culture, especially in television, movies, and literature. Protocols such as the “draw a scientist” test (DAST) showed that stereotypes depict scientists as older white men in lab coats who are geniuses obsessed with their work (Chambers, Finson, Mead and Métraux). I argue that this line in inquiry should include television commercials, given anecdotal evidence of these stereotypes in the genre. This dissertation used a mixed-methods approach to examine how science is evoked and embodied in 21st-century commercials. A custom 56-point coding scheme was designed using advertising and science stereotypes methodologies (i.e., FCB Grid and DAST). Over 1,100 commercials from two hours of primetime programming on ABC, NBC, and the WB/CW during the spring sweeps periods in 2001 and 2021 were analyzed using content analysis to identify themes and trends in their depictions of science and scientists.
This longitudinal study revealed both continuity and change in representations of science in commercials over time. While science in commercials primarily serves to evoke expertise and credibility, findings indicate ads occasionally leverage negative stereotypes for entertainment. There has been a significant increase in the number of science-related commercials from 2001 to 2021, with a notable shift towards greater diversity in the portrayal of scientists, reflecting broader societal changes and the impact of public health issues like the COVID-19 pandemic. Despite these positive trends, disparities in representation persist. Women and BIPOC individuals are more visible, yet certain ethnic groups remain underrepresented. Additionally, the absence of foreign-born scientists in these commercials highlights a gap between media portrayal and actual demographics of the American science workforce.
This research establishes a crucial baseline for future studies, encouraging further exploration of science representation in advertising and its impact on public perception. This dissertation underscores the importance of responsible media representation and the need to accurately reflect the diversity of the scientific community. As advertising continues to shape societal views, a nuanced and inclusive portrayal of scientists is essential for fostering a more equitable and informed perception of science in popular culture.
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Details
| Item Type: |
University of Pittsburgh ETD
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| Status: |
Unpublished |
| Creators/Authors: |
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| ETD Committee: |
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| Date: |
27 August 2024 |
| Date Type: |
Publication |
| Defense Date: |
29 July 2024 |
| Approval Date: |
27 August 2024 |
| Submission Date: |
4 August 2024 |
| Access Restriction: |
2 year -- Restrict access to University of Pittsburgh for a period of 2 years. |
| Number of Pages: |
339 |
| Institution: |
University of Pittsburgh |
| Schools and Programs: |
Dietrich School of Arts and Sciences > Communication: Rhetoric and Communication |
| Degree: |
PhD - Doctor of Philosophy |
| Thesis Type: |
Doctoral Dissertation |
| Refereed: |
Yes |
| Uncontrolled Keywords: |
Science, television commercials, advertising, representation, content analysis, DAST, STEM, STEMM, FCB Grid, social difference, |
| Date Deposited: |
27 Aug 2024 13:15 |
| Last Modified: |
27 Aug 2024 13:15 |
| URI: |
http://d-scholarship.pitt.edu/id/eprint/46826 |
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