Third International Conference on Communication & Media Studies

Abstract

“The Big Bang Theory” is a popular fictional television series, aired from 2007 until present. It centers on the interpersonal and professional dynamics of a friend group comprised of physicists at the California Institute of Technology. The plotline is notable for depicting both male and female scientists. Additionally, the show commands impressive viewership, averaging 8.4 million audience members for the first season, now garnering 20.3 million viewers per episode (Nielsen, 2016). This is due to the fact the show has cornered the eighteen to forty-nine old demographic, offering an ideal platform for advertisers by capturing a coveted age range (Maglio, 2016). As a result of continually depicting females in scientific careers and the sweeping demographic of viewers engaged in “The Big Bang Theory,” the show offers a prime channel for examining the implications of media to shift gender role stereotypes. This research shows how positive portrayals of female scientists on the show enhance viewer perceptions of women scientist’s competence and interpersonal abilities. Findings reveal that exposure to female scientists, in real world and entertainment contexts, has the ability to produce counter-stereotypes and nurture young girls’ perceived self-efficacy to succeed in scientific disciplines. These results implicate a need to employ strategic intervention techniques to expose children to women in science, in both mediated and academic forums.