The Nerd and His Discontent

Abstract

This article explores the worldview of the “seduction community” operating within the homosocial spaces of North-American “Guyland.” This community provides seduction workshops catering mainly to men stereotyped as nerds who are situated at the bottom of the social–sexual hierarchy despite their privileged position in the postindustrial workplace. Based on content analysis of the community’s self-help literature, the article argues that the community offers a “geeky” solution to the dilemmas of young masculinity and fosters a pickup model based on gaming logic. Courtship is construed as a standardized, rule-governed social skill and is characterized by hyperconsumerism and objectification of women. As part of his self-empowerment, the pickup artist adopts an avatar persona and employs teasing and make-believe techniques. As trainees aim to accomplish control over self and others in compliance with hegemonic masculinity, the strict reliance on gaming logic culminates in the dehumanization of all parties and suspends moral considerations.