Some say that the geeks shall inherit the Earth, but I say that we already have.
Geeks have changed the world, and in doing so, have changed the perception of pop culture, fandom, and the way people interact with brands. Understanding this emergent geek culture may have an immediate and lasting impact on the way you develop your content marketing materials.
I’m a geek. I’m into classic science fiction, comics, and other niche media that was laughably out of fashion at one time. Actually, some of it still is, but I love it anyway.
The concept of “geek chic” was non-existent when I was a kid. “Geek” wasn’t a badge of honor. It was something you kept quiet, lest ye be stuffed into a locker by high school bullies.
Fandom was not organized and finding fellow fans was a covert affair. It was also gender based, making it difficult for girls to like “boy toys” and boys to embrace “girly” things. Vintage gender-based advertising guided kids to play with the toys that they were “supposed” to play with.
Geekdom has many meanings, but it is generally associated with niche culture and often clusters around comics, science fiction, fantasy, and technology. In an article in Wired titled “So What Does it Really Mean to be a Geek,” Erik Weks writes:
“One of the great reasons to identify with the word “geek” is that it gives you permission to like what you like no matter what it is. Many of us self-identify as geeks because we have been put down, excluded, and hurt by others due to our interest in “uncool” things like comic books, or board games, or computer programming.”
The majority of us conformed to the rules in public, but privately enjoyed our passions. It was easier to pretend not to like something than to endorse your passions. Continue reading