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THE INFLUENCE OF STEREOTYPES ON NASCAR FAN IDENTITY

by CINDY YEN

Senior Thesis

Advisor Jenn de la Fuente

Annenberg School for Communication and Journalism University of Southern California

Los Angeles, California

May 2020

INFLUENCE OF OUTSIDE PERCEPTIONS AND STEREOTYPES ON NASCAR FANS 1

ABSTRACT

NASCAR racing is one of the biggest sports in America, but it is surrounded by

perceptions and stereotypes that depict the sport and its fans in a negative light. In

order to grow the sport, NASCAR needs to understand and fix its stereotypical image.

To achieve this, I surveyed non-NASCAR fans about their perceptions of NASCAR

racing and NASCAR fans. I found that most respondents do not have negative

perceptions of NASCAR fans as a group yet describe the racing and the fandom

stereotypically. These perceptions came from experiencing a race, knowing a fan, or

from watching the media. I also surveyed NASCAR fans about their feelings about

outsider perceptions and found that while most fans believed they would get backlash if

they shared their love for NASCAR, they were still comfortable telling others about their

fanship. The results of the study suggest that NASCAR fans may be overestimating the

amount of backlash they would get if they told others they were fans; however, the

stereotypes surrounding the NASCAR community still exist.

Keywords: NASCAR, fans, fanship, fandom, perceptions


INTRODUCTION

Every weekend, millions of Americans turn on their TVs and watch some of the

best drivers in the world race stock cars for hundreds of miles. While the sport is not as

popular as it once was, the racing put on by the National Association of Stock Car Auto

Racing (NASCAR) is still the second-most watched sport per event in America behind

the NFL, and 51 percent of North Americans claim they are very or somewhat interested

in NASCAR racing (CSM, 2018).

Despite this popularity, NASCAR racing has been marred by a decline in

viewership and attendance (Gold, 2019). Out of the 32 races that ran as scheduled

during the 2019 season, 18 of them saw a decline in ratings and viewership since 2018,

continuing a trend of declining ratings and viewership since 2015 (Paulsen, 2019).

Additionally, 78 percent of viewers are over the age of 45 (Caldwell, 2017). For

NASCAR broadcasters FOX Sports and NBC Sports, this spells trouble on returns for

their combined $820 million a year investment, lasting until 2024 (Pockrass, 2013).

NASCAR is also having trouble attracting new fans to the sport due to

perceptions about its racing and its fans. If you look on sites such as Twitter and Reddit,

you will find that many non-fans have criticized NASCAR as a Southern redneck sport

for racists with cars that turn left for four hours. There is a truth to many of these

stereotypes: for example, it is true that NASCAR has ties to the South, and some fans

are racist, as indicated by some fans flying their Confederate flags in the infields of

certain tracks (Gibbs, 2016). However, these stereotypes are not representative of all

NASCAR fans. In fact, 25 percent of NASCAR fans are non-white, 40 percent of fans


are between the ages of 18-44, and 58 percent of fans live outside of the Southern

geographical market (CSM, 2018; NASCAR Market and Media Research, 2016). Still,

the perceptions and stereotypes of the sport and its fans by non-fans have caused

some fans to be afraid and embarrassed to share that they are fans of the sport due to

backlash, as noted in responses to multiple Reddit threads on the NASCAR subreddit

(“Closet NASCAR Fan,” 2019; “Does Anyone Else,” 2019). This embarrassment has

prevented some fans from spreading their excitement about the sport to potential new

fans.

In order to continue being a popular sport in America and start gaining new fans,

NASCAR needs to change the image of its racing and its fans. The first step in doing

this is to identify the perceptions and stereotypes of NASCAR racing and its fans.

Additionally, the sources of these perceptions and stereotypes will need to be identified

in order to discover which factors influence perceptions and stereotypes the most.

Finally, current fans of NASCAR need to be asked how current perceptions and

stereotypes by non-fans affect their ability to identify as fans of the sport.

The results of this study will hopefully encourage all stakeholders in NASCAR

racing (NASCAR drivers, the governing body, the tracks, TV networks, and sponsors) to

reflect on their current marketing decisions in regard to the sport and make the proper

changes in order to attract more fans. The stock car racing industry is worth billions of

dollars, with the France family, the owners of NASCAR, being worth around $5.7 billion

(“France Family,” 2015). The decline of such a large enterprise will cost both NASCAR


corporate employees and team employees their jobs. Additionally, the downfall of

NASCAR will mean the loss of a defining aspect of American culture.

Even for non-NASCAR fans, this research will be valuable as it will give insight

into where perceptions and stereotypes are learned and how they affect the stereotyped

group of people. This will help readers become aware of the factors that influence them

and encourage them to reflect on which voices shape our society and views of the

world.

BACKGROUND LITERATURE

What is a Sports Fan?

Sports fans are an integral part of sporting events, as they contribute to the

atmosphere of a game (Crawford, 2004, p. 85). However, it is sometimes hard to

differentiate between a fan of a sport or team and a mere spectator. Many books have

tried to define “fan” in order to distinguish this difference. For example, in the

Merriam-Webster online dictionary, a fan is “an enthusiastic devotee (as of a sport or a

performing art) usually as a spectator” (n.d.). Matt Duffett, author of Understanding

Fandom, defines a fan as one who has an emotional conviction about a specific object

(2013). Other authors separate fans from spectators by their engagement with the sport.

For example, Erin Tarver, author of The I in Team, defines fans are those who are loyal

to a team and engage in some sort or practice, such as wearing team colors (2017, p.

19).


Being a sports fan is integral to one’s identity. Fan status can indicate what

region someone is from, what culture they come from, and even what class they grew

up in (Crawford, 2004). Induction to a fandom usually occurs at a young age, with

family, peers, school, and community all contributing to the formation of the young

sports fan (Crawford, 2004, p. 43). However, fan interest and involvement can change

over time (Crawford, 2004, p. 46).

There are no specific criteria that differentiates between a casual fan and a

hardcore fan. Not all fans are alike, with each fan having a different level of devotion to

the three fan practices, as identified by Tarver: knowledge acquisition (learning statistics

about a team), fan performance and action (buying merchandise and tickets), and fan

discourse (identifying with a team as “us”) (2017, p. 29). Dedicating more time to one

category does not make someone less of a fan. However, researchers have previously

tried to categorize levels of fans based on some of these categories. For example, in a

previous study about NASCAR fans, the researchers categorized them into three

categories -- hardcore, moderate, and casual -- based on time and money spent on the

sport (Amato, Peters, & Shao, 2005). Hardcore fans met the criteria of watching at least

six hours of NASCAR each week, attending at least five NASCAR events in a year, and

spending $300 or more in memorabilia in a year, while moderate fans met at least one

criterion and casual fans met none (Amato, Peters, & Shao, 2005).

Being devoted to a team or sport - which I will refer to as fanship - isn’t the only

part of being a fan (Reysen & Branscombe, 2010). In fact, belonging to a group of fans

(such as “ice hockey fans”) is another important part of fan identity (Simons, 2013, p.


224-225). This concept of having a connection and identifying with other fans of the

sport as part of a group is called fandom (Reysen & Branscombe, 2010). Since there is

a distinction between fanship and fandom, I will be researching perceptions of NASCAR

racing (the object of fanship) and NASCAR fans as a group (fandom) by non-fans. I will

also be researching if NASCAR fans believe they are judged more on their fanship or

fandom.

History of NASCAR

NASCAR racing has a rich history in America, some of which has contributed to

its stereotypes. The origin of stock car racing begins with bootleggers running modified

cars in order to transport moonshine in the Prohibition era (Howell, 1997, p. 121). In

1947, Bill France officially created the stock car series known as NASCAR in Daytona

Beach, Florida (Wright, 2002). Approximately half the races in the 1951 season

occurred at tracks outside the South, but this number fluctuated every season, with zero

races run outside the South in 1962 (Wright, 2002). The regionality of the early seasons

led to the sport having a majority of winning drivers from the South (Wright, 2002). This

created many fans from the South. There was also a lack of team sports played in the

South, and therefore a lack of athletes for Southerners to look up to (Wright, 2002).

Winning NASCAR drivers filled this void and became heroes to Southerners (Wright,

2002).

NASCAR fans fall under a spectrum of political values. In his study of NASCAR

fans, Thomas Mueller’s sample had a political breakdown of 22 percent Democrat, 44


percent Republican, and 27 percent Independent (2018). Still, the Southern stereotypes

of NASCAR fans has caused many outsiders to view NASCAR fans as a conservative

monolith and study them from a political angle. Joshua Newman and Michael Giardina

have written about the irony of conservatives pushing for neoliberal policies in order to

save the sport. For example, during the 2008 auto industry crisis, then-CEO Brian

France and other drivers encouraged NASCAR fans (many of whom are conservative)

to contact Congress to use tax dollars to bail out the auto industry, which Newman and

Giardina call a neoliberal move (Newman & Giardina, 2011). Additionally, Newman’s

ethnographic study of NASCAR fans found that they tend to support corporations such

as Walmart by adorning their sponsorship logos on clothing while working in the harsh

conditions they created (2007). The conservative stereotype of NASCAR fans also

stems from the actions taken by NASCAR figures. For example, France and various

NASCAR drivers showed up at a Donald Trump rally during the 2016 election season

and endorsed him, and Trump was chosen to serve as the grand marshal for the 2020

Daytona 500 (Gibbs, 2016; Stoddart, 2020). Additionally, the National Rifle Association

(NRA) has sponsored multiple races in previous years, most recently the Bass Pro

Shops NRA Night Race at Bristol Motor Speedway in August 2019 (“2019 NASCAR

Schedule,” 2019).

The current era of NASCAR lies at a crossroads. Today, NASCAR is trying to

balance globalization and expansion while staying true to its Southern roots (Newman &

Giardina, 2011; Bianchi, 2015). NASCAR has added more tracks in non-Southern

areas, including Fontana (California), Las Vegas, Kansas City, and Chicago since the


late 1990s (Wright, 2002). NASCAR has also welcomed Japanese car manufacturer

Toyota to the sport and non-American drivers such as Juan Pablo Montoya (from

Colombia) and Daniel Suarez (from Mexico). NASCAR also created a Drive for Diversity

program in 2004, which is a development program that spotlights young minority and

female drivers (Jones, 2018). However, the fandom is still divided over increasing

diversity and staying true to the macho, Southern foundations of the sport (Muller,

2018). When NASCAR offered fans a chance to exchange their Confederate flags for

American flags, no one took up the offer (Bianchi, 2015). Some fans have also voiced

displeasure about the international aspects of NASCAR. For example, when Juan Pablo

Montoya became a NASCAR driver, some fans responded with comments such as,

“‘Want to ruin NASCAR? Just bring in some foreign drivers!’” (Pflugfelder, 2014).

Additionally, NASCAR has not had a Cup champion from the South since 2000 (Bobby

Labonte from Texas), which may leave some fans wondering if NASCAR is still a

Southern sport (Wright, 2002).

Many studies have been done about the motivations of NASCAR fans to watch

races. For example, Liu, Chen, Keating, Still, and Chen found that NASCAR fans attend

races due to the gratification it gives them and the socialization aspect (2019). This

socialization helps NASCAR fans create a sense of community among them

(Hugenberg & Hugenberg, 2008). Additionally, watching NASCAR races can be used

for family bonding, and is a way to cultivate the next generation of NASCAR fans

(Amato, Peters, & Shao, 2005).


However, there is a lack of research on how outsiders view NASCAR racing and

NASCAR fans, and how these stereotypes affect members of the fandom. There are

many stereotypes of NASCAR racing and its fans that get floated around, but there is

no concrete research on what exactly these stereotypes are. This study will attempt to

fill the void of this area by researching three questions:

1. What are the perceptions of NASCAR racing and NASCAR fans by non-fans?

2. Where did non-fans learn these perceptions?

3. To what extent do these perceptions prevent NASCAR fans from identifying as

fans to others?

Existing Theories

NASCAR fans have been described as redneck, working class, and Southern by

non-NASCAR fans. There is some truth to this perception, since all stereotypes contain

some sort of truth (Duffett, 2013, p. 40). According to James Bryant and Mary McElroy,

people described in this stereotype are attracted to NASCAR racing because the cars

are products that are related to everyday life (Wright, 2002). This matches Pierre

Bourdieu’s theory about taste, which states that the popular, working class aesthetic is

based on the intersection of art and life and a demand for participation (Bourdieu,

1980). Since everyone drives a car, NASCAR racing is relatable and is therefore

popular with the working class. Additionally, stock cars look like street cars that ordinary

people drive, unlike the technologically advanced karts of Formula One. This notion


might also explain negative attitudes towards NASCAR racing: it is a simple sport for

the common folk, and to enjoy it is to be associated with them.

Research has been done about how exposure to an object leads to more positive

opinions about the object. This theory, called mere exposure effect, states that “mere

repeated exposure of the individual to a stimulus object enhances his attitude toward it”

(Zajonc, 1968). Many experiments have supported this theory. For example, in a study

about women’s sports, researchers found that sharing highlight footage of women’s

sports reduced prejudice towards female athletes after three weeks (Scheadler &

Wagstaff, 2018). Additionally, participation in a NASCAR fantasy game increased

consumption of NASCAR racing and led to more positive attitudes towards it (Goldsmith

& Walker, 2015). One participant in the study even changed their belief that NASCAR

fans were “red-necks who don’t have computers and don’t want to participate in fantasy

leagues” (Goldsmith & Walker, 2015). Due to the mere exposure effect, it is plausible to

believe that those who have been exposed to NASCAR racing and NASCAR fans have

a more positive attitude towards them.

Hypothesis 1: Non-fans who have not been exposed to NASCAR racing and

NASCAR fans will have negative perceptions of them. Non-fans who have been

exposed to NASCAR racing and its fans will have more neutral and positive

perceptions.


How do stereotypes and perception form in the first place? According to a study

about the origin of stereotypes in South Africa, researchers Lizelle Brink and Jan

Alewyn Nell found that a majority of participants believe that stereotypes are learned

through secondary exposure by interacting with indirect influences such as friends,

family, and the media (2015). Additionally, they found that many participants believe

stereotypes come from ignorance and simplification of a group (Brink & Nell, 2015).

There are many theories and studies about where perceptions and stereotypes

are learned from. One theory, called developmental intergroup theory, suggests that

stereotyping and prejudice emerge in early childhood (Bigler & Liben, 2007). Bigler and

Liben believe that children’s environments help shape their stereotypes and prejudices

(2007). Developmental intergroup theory was further tested in a study of racial attitudes,

which concluded that children learned racial attitudes from their mothers (Castelli,

Zogmaister & Tomelleri, 2009).

Primary socialization theory suggests that attitudes and beliefs are primarily

learned “in the context of interactions with the primary socialization sources of the

family, the school, and peer clusters” (Kelly & Donohew, 1999). This theory of

socialization can be applied to sports fanship. Children are exposed to stick and ball

sports at a young age, either through playing or watching, and therefore “taught” that

these sports are part of our culture (Howell, 1997, p.49). However, motor racing is a

rather inaccessible sport to get involved with: many youngsters do not have access to

driving a go-kart, and motor racing is so niche that many parents do not even introduce


the sport to their children (Howell, 1997, p.49-52). Therefore, there has to be another

way for people to learn about NASCAR.

This is covered by the second part of primary socialization theory, which

suggests that the media serves as a secondary socialization source, but it may serve as

a primary source for information about ideas we don’t know much about (Kelly &

Donohew, 1999). This is because people turn to the media to learn about things they

are not familiar with (Kelly and Donohew, 1999). The way the media shapes the

discussion of an issue is discussed in framing theory, which states that when people

convey information, they “highlight certain aspects of the issues and make them more

salient than others, leading to a particular interpretation” (Ihlen, 2016). Journalists use

frames to influence their audience’s opinions (Scheufele, 1999). However, journalists

have pressures to attract an audience and make money for their network (Scheufele,

1999). Due to this, journalists use frames that evoke widely accepted beliefs and

stereotypes (Ihlen, 2016).

NASCAR racing and its fans have been depicted stereotypically in the media.

Many news articles describing NASCAR races follow a set formula, according to Jim

Wright: confess ignorance about the sport, poke fun at the fan culture, feel contempt for

stock car racing, and then talk about corporate sponsorships (Wright, 2002).

Additionally, NASCAR racing has been stereotypically depicted as a Southern

wreck-filled sport for rednecks in popular movies such as Talladega Nights and Days of

Thunder (Howell, 1997, p.7).


Hypothesis 2: Theory suggests that non-fans should learn stereotypes about

NASCAR racing and its fans through primarily family and friends. However, since

the sport is niche, I believe that the primary method of learning about NASCAR

racing and its fans will be through the media, specifically movies.

NASCAR’s current image presents fans with the predicament of being proud fans

that are judged by non-fans or hiding their identity as NASCAR fans and being unable to

show their true selves. This predicament of balancing personal pleasure and being

socially appropriate seems to affect all fans, regardless of fanship (Stanfill, 2013).

Identifying as a NASCAR fan associates you with stereotypes that may not be

true. Fanship has the ability to reveal one’s class and is an indicator of what Bourdieu

calls cultural capital (Duffett, 2013). Additionally, fanship can also reveal political

preference, age, and location. For example, non-fans might think that liking NASCAR

racing means being a lower class Southern Republican man, which may not be true at

all. This is a potential reason why some fans do not want to admit they are NASCAR

fans.

Questions about being embarrassed about being a NASCAR fan are asked on

the NASCAR subreddit occasionally (“Closet NASCAR Fan,” 2019; “Does Anyone

Else,” 2019). The responses to these threads reveal that a majority of fans are loud and

proud, while a minority chooses to hide it in order to avoid the “aren’t they just going

around in circles” question. However, there may be response bias in these Reddit

threads, as some NASCAR fans might not want to respond on a public forum.


Hypothesis 3: Fans will be split on how outsider perceptions affect their

identification as fans. Half will be embarrassed to tell others that they are

NASCAR fans, while half will not care and will be proud to show their interests. A

majority of fans will think they would get backlash if they told others they were

NASCAR fans. Half of this group will believe the backlash is due to judgment of

the sport, while the other half believe it is due to judgement of the fans.

METHODS AND MATERIALS

An online survey was written using Qualtrics and distributed during a two week

period, from February 27, 2020, to March 9, 2020. Respondents were recruited through

a variety of methods, including sharing on Twitter, Facebook, Slack and Discord chat

groups, Reddit, and asking friends to share the survey with their network. Due to IRB

guidelines, only people over the age of 18 were allowed to participate. Additionally, only

people currently living in the United States were allowed to participate due to the

connections of NASCAR and American culture.

The same survey was distributed to both NASCAR fans and non-fans. After

answering basic demographic questions, respondents were asked to answer if they

identified as a NASCAR fan. The survey then split into two branches dependent on their

answer: one with questions for non-NASCAR fans to answer, and one with questions for

NASCAR fans to answer.


Non-fans were given a list of words and phrases that could describe NASCAR

racing. This list was made of words and phrases that are used to describe NASCAR

racing and general sports, as described by the NASCAR subreddit and Inspirassion, an

online collocation dictionary (“Closet NASCAR Fan,” 2019; “Does Anyone Else,” 2019;

“Sports,” n.d.). Antonyms for some of the words and phrases were also put in the list.

The words were randomized so they were in a different order for every survey. Non-fans

were allowed to choose as many words as they wanted, and they were given an “other”

option to write their own word if they chose to. They were then asked to select from a

list what factors led to them picking these words or phrases, and then which factor

contributed the most to their decision. The same questions were then asked in regard to

NASCAR fans, with words taken from the same websites (“Closet NASCAR Fan,” 2019;

“Does Anyone Else,” 2019; “Fans,” n.d.). Finally, non-fans were asked if their perception

of NASCAR fans was positive, negative, or neutral, and why.

Fans were asked how long they have been a fan of the sport for and if they have

been a lifelong fan. Afterward, fans were asked if they were comfortable telling

someone that they are a NASCAR fan. Finally, fans were asked if they thought they

would get backlash if they told others they were a NASCAR fan, and if so, what kind of

backlash.

A full list of survey questions is available in the appendix.


RESULTS

The initial survey received 709 responses. After clearing out the incomplete

surveys and surveys with joke responses as answers (such as a participant saying their

gender was an apache helicopter), the total came out to 645 completed surveys. Out of

the 645 respondents, 562 of them identified as NASCAR fans, and the other 83 did not.

As this survey was completed online using convenience and snowball sampling,

the demographic results of this survey are skewed and are not an accurate measure of

actual NASCAR fan and non-NASCAR fan demographics.

Demographics

Out of the non-NASCAR fans, 43% identified as female, 54% as male, and 2%

as non-binary. Most non-NASCAR respondents were in the younger age groups and

identified as having a left-leaning political view. Around 73% of non-fans identified as

white, with Asians being the second-highest ethnicity at 14%.

All respondents were asked what state they live in. The states were then grouped

into geographical regions according to the U.S. Census Bureau. Most non-fans said

they lived in the Western states.

As for NASCAR fans, 17% identified as female, 83% as male, and one person

identified with another gender. Similar to the non-NASCAR fans, the NASCAR fans who

responded skewed younger. The political leanings of the NASCAR fans surveyed were

mostly equal across the board, with approximately 20% of fans each identifying as


conservative, somewhat conservative, centrist, somewhat liberal, or liberal. 93% of

NASCAR fans identified as white. Around 41% of fans currently live in the South, with

approximately 20% of fans living in each of the other three regions. 58% of NASCAR

fans surveyed said they have been NASCAR fans their entire lives.

Figure 1 - Demographics

Do you consider yourself a NASCAR fan? Count

No, I am not a fan 83

Yes, I am a fan 562

Grand Total 645


Q1: What are the perceptions of NASCAR racing and NASCAR fans by non-fans?

Non-fans were asked to pick which words and phrases best describe NASCAR

racing (the sport itself) from a list of words and phrases. They were allowed to choose


as many words as they wanted to. Out of the 83 non-fans, 66% described NASCAR

racing as “loud”. Other common answers included “going in circles”, “fast”, and “boring”.

The least common words (excluding written “other” answers) were “hard to understand,”

“slow,” “fun,” and “athletic.”

71% of non-fans identified that they had watched a race before by noting that

watching a NASCAR race on TV influenced their answers. A higher percentage of

non-fans who had watched a race before answered that NASCAR racing was

“technological,” “boring,” “not a sport,” and consisted of “left turns” compared to those

who had not watched a race before. Meanwhile, those who had not watched a race

before were more likely to answer that NASCAR was “competitive,” “loud,” and “fast.”

17% of non-fans said that they have been to a race before, as identified by

saying that going to a NASCAR race influenced their answer. Those who had been to a

race before were more likely to describe NASCAR racing as “boring,” “exciting,” “going

in circles,” “not a sport,” and making “left turns.” Those who haven’t been to a race were

more likely to describe NASCAR racing as “competitive” and “technological.”

Figure 2 - Describing NASCAR racing

Have you watched a race before?

No 29%

Yes 71%

Have you been to a race before?

No 83%

Yes 17%


What words best describe NASCAR racing?

% frequency - has not watched a race before

% frequency - watched a race before

% frequency - has not been to a race before

% frequency - has been to a race before Grand Total

Loud 79% 61% 65% 71% 66%

Going in circles 58% 54% 52% 71% 55%

Fast 58% 51% 54% 50% 53%

Boring 42% 49% 45% 57% 47%

Competitive 42% 29% 35% 21% 33%

Left turns 17% 31% 25% 36% 27%

Wreck-fest 21% 27% 25% 29% 25%

Simple 21% 20% 22% 14% 20%

Exciting 21% 19% 17% 29% 19%

Not a sport 8% 22% 16% 29% 18%

Technological 4% 14% 13% 0% 11%

Other 8% 7% 9% 0% 7%

Athletic 4% 7% 6% 7% 6%

Fun 4% 7% 6% 7% 6%

Slow 4% 5% 6% 0% 5%

Hard to understand 4% 3% 4% 0% 4%

Non-fans were then asked to pick which words and phrases best describe

NASCAR fans. The most common answers were “mostly white,” “mostly male,”

“conservative,” “car enthusiast,” and “redneck.” The words and phrases “multi-cultural,”

“mostly female,” “liberal,” and “intelligent” were all chosen 0 times.

45% of non-fans said that they know a NASCAR fan. Those who know a

NASCAR fan were more likely to describe fans as “mostly white” and “passionate.”

Meanwhile, those who didn’t know a NASCAR fan were more likely to describe fans as

“car enthusiasts,” “mostly male,” and “obnoxious.”


Figure 3 - Describing NASCAR fans

Do you know a NASCAR fan?

No 55%

Yes 45%

What words best describe NASCAR fans?

% frequency - does not know a fan

% frequency - knows a fan Grand Total

Mostly white 65% 86% 75%

Mostly male 70% 59% 65%

Conservative 59% 57% 58%

Car enthusiast 63% 49% 57%

Redneck 46% 54% 49%

Passionate 28% 41% 34%

Patriotic 24% 27% 25%

Obnoxious 28% 19% 24%

Loyal 20% 19% 19%

Dumb 9% 14% 11%

Other 9% 8% 8%

Friendly 2% 11% 6%

Intelligent 0% 0% 0%

Liberal 0% 0% 0%

Mostly female 0% 0% 0%

Multi-cultural 0% 0% 0%

Respondents were then asked if they had a positive, negative, or neutral view of

NASCAR fans. 22% of non-fans said that they had a negative view of NASCAR fans,

72% had a neutral view, and 6% had a positive view. Non-fans who know a NASCAR

fan were more likely to have a positive view of NASCAR fans, and were less likely to


have a negative view. Non-fans who had watched a race before were also more likely to

have a positive view of NASCAR fans. Opinions of NASCAR fans didn’t seem to differ

between those who had been to a race before and those who hadn’t. The trends of

views of NASCAR fans seemed to be similar among all demographics.

Figure 4 - Perceptions of NASCAR fans

Is your view of NASCAR fans positive, negative, or neutral?



Negative 26% 16% 22%

Neutral 72% 73% 72%

Positive 2% 11% 6%


% frequency - has not watched a race

% frequency - has watched a race Grand Total


Neutral 75% 71% 72%

Positive 8% 6%


% frequency - has not been to a race

% frequency - has been to a race Grand Total


Neutral 72% 71% 72%

Positive 6% 7% 6%


Q2: Where did non-fans learn these perceptions?

After answering which words best describe NASCAR racing, non-fans were then

asked to select from a list which factors contributed to their perceptions of NASCAR


racing. The most common factor was watching a NASCAR race on TV, which 71% of

respondents had done. Other top factors included reading or watching the news,

watching a sports highlight show, and learning from a family member. The respondents

were then asked which factors from the ones they chose contributed to their answers

the most. Out of the respondents who answered this question, the top factor was

watching a NASCAR race, with 43% of respondents choosing it. The second highest

factor was going to a NASCAR race, and the third-highest choice was watching a video

online about NASCAR. Most of the 18% of respondents who had been to a race before

said going to a race was their top factor, while 59% of those who had watched a race

before said watching a race was their top factor.

The same questions were also asked after choosing the words that best describe

NASCAR fans. The top factors that non-fans identified as contributing to their

perceptions of NASCAR fans included watching a NASCAR race, knowing a NASCAR

fan, and reading or watching the news. Out of those who answered the next question

about which factor contributed the most, 23% of non-fans chose watching a NASCAR

race on TV, followed by knowing a NASCAR fan, and learning from social media. Out of

the 53% of respondents who said they did not know a NASCAR fan, 26% of them chose

watching a NASCAR race on TV as the factor that contributed the most, followed by

reading or watching the news, and learning from social media. 38% of those who know

a NASCAR fan said it was their top factor.


Figure 5 - Where perceptions are learned

What factors led to your perception of NASCAR racing?

Grand Total

I watched a NASCAR race on TV 71%

Read or watched the news 34%

Watched a sports highlight show 27%

Learned from a family member 20%

Saw an ad/commercial about NASCAR 19%

Watched a movie about NASCAR 19%

Played a NASCAR video game 18%

I have been to a NASCAR race 17%

Learned from a friend 17%

Learned from social media 12%

Watched a video online about NASCAR 12%

Watched a TV show/documentary about NASCAR 7%

Other 6%

Read a book or magazine about NASCAR 2%

What factors led to your perception of NASCAR fans?

Grand Total

I watched a NASCAR race on TV 47%

I know a NASCAR fan 45%

Read or watched the news 31%

Learned from social media 23%

Learned from a friend 20%

Watched a sports highlight show 20%

Learned from a family member 16%

Watched a video online about NASCAR 16%

I have been to a NASCAR race 13%

Saw an ad/commercial about NASCAR 12%

Watched a movie about NASCAR 11%

Played a NASCAR video game 4%

Other 2%

Read about NASCAR in a book or magazine 2%

Watched a TV show or documentary about NASCAR 0%


What factor contributed most to your perception of NASCAR racing?

% frequency - has not

watched a race before

% frequency - watched a race before

% frequency - has not been to a race before

% frequency - has been to a race before Grand Total

I watched a NASCAR race on TV 59% 48% 21% 43%

I have been to a NASCAR race 5% 16% 71% 13%

Watched a video online about NASCAR 24% 2% 9% 8%

Read or watched the news 10% 5% 8% 6%

Learned from a friend 14% 2% 6% 5%

Watched a sports highlight show 10% 3% 5% 7% 5%

Learned from a family member 5% 3% 5% 4%

Played a NASCAR video game 5% 3% 5% 4%

Saw an ad/commercial about NASCAR 5% 3% 5% 4%

Learned from social media 10% 3% 3%

Watched a movie about NASCAR 5% 2% 3% 3%

Watched a TV show/documentary about NASCAR 5% 2% 3% 3%

Other 5% 2% 1%


What factor contributed most to your perception of NASCAR fans?



I watched a NASCAR race on TV 26% 19% 23%

I know a NASCAR fan 38% 18%

Learned from social media 17% 8% 13%

Read or watched the news 19% 10%

I have been to a NASCAR race 5% 14% 9%

Learned from a family member 7% 8% 8%

Watched a video online about NASCAR 10% 3% 6%

Learned from a friend 5% 5% 5%

Saw an ad/commercial about NASCAR 5% 3%

Watched a sports highlight show 2% 3% 3%

Other 2% 1%

Watched a movie about NASCAR 3% 1%

Watched a TV show/documentary about NASCAR 2% 1%


Q3: To what extent do these perceptions prevent NASCAR fans from identifying

as fans?

NASCAR fans were asked if they would be comfortable telling someone that they

were a NASCAR fan. 83% of fans who answered the question said they would be

comfortable telling someone else they were a fan, and 16% said they would only be

comfortable telling people who were close to them. Less than one percent said they

wouldn’t be comfortable telling anyone. These trends were the same for both those who

have been fans their entire lives and those who haven’t.

An average of 80% of NASCAR fans between the ages of 18-44 were

comfortable telling someone they were a NASCAR fan, with the rest in the age group

only feeling comfortable telling people close to them. Additionally, the older the

respondent, the more likely they were comfortable sharing to others their fan status.

Compared to conservatives, liberals were less likely to be comfortable telling

others they were a NASCAR fan and were more likely to instead only tell people who

were close to them. 77% of those who live in the Midwest said they would be

comfortable telling everyone, while the other regions had higher numbers.

Figure 6 - Comfort level of sharing fan status

Would you be comfortable telling someone you are a NASCAR fan?

I would be comfortable telling everyone 82.9%

I wouldn't be comfortable telling anyone 0.4%

Only people who are close to me 15.5%

Other 1.2%


Fans were also asked if they thought they would get backlash if they told others

they were a fan, and if so, what kind of backlash. This was an open-ended question.


The answers were then sorted into one of five categories based on the answer: would

expect backlash or judgment related to NASCAR racing or being a NASCAR fan, would

not expect backlash, would be teased, would get a confused reaction, and

miscellaneous other answers. Out of those who answered the question, 47% said they

would expect backlash, 33% said they wouldn’t, 12% said the backlash would be more

like teasing and joking, 4% said they only expected confusion or surprise as a response,

and 4% had another response. Younger fans were more likely to say they would expect

backlash than older fans and were more likely to say there would be teasing or joking.

Conservatives were the only political group where more thought they wouldn’t get

judged than would. Across geographical regions, the percentage of those who said

there would be backlash was about the same. However, the South had more

respondents who thought they wouldn’t receive backlash, with 39% of the respondents

living in that region saying no. People in the Midwest thought they were more likely to

be teased.

Figure 7 - Backlash

Do you expect backlash from others?

just confusion/surprise 4%

no 33%

other 4%

just teasing/joking 12%

yes 47%


Out of the fans who elaborated what kind of backlash they would get, around

45% of them said the backlash would be related to being a fan (such as being called a

redneck), 36% would be related for liking the sport itself (such as being told the sport is


boring), and 20% said it would be related to both. 71% of females said they would get

fan-related backlash, but only 40% of males said the same. Younger fans thought they

would get more sport-related backlash, while older fans said they would get fan-related

backlash. Left-leaning fans believe they would get fan-related judgment more than

sport-related judgment, while right-leaning fans said the opposite. Across geographical

regions, more respondents thought they would get fan-related backlash than

sport-related backlash, except the Midwest, where respondents equally believed they

would get fan or sport-related backlash.

Figure 8 - Type of backlash

What kind of backlash would you expect?

sport 36%

fan 45%

both 20%


DISCUSSION

Demographics

I was shocked to see the number of participants in my survey - particularly, the

562 NASCAR fans. At first, I shared my survey on my Twitter (which is specifically for

NASCAR-related thoughts) and on a Facebook group for NASCAR fans. I got around

100 responses from there, all leaning older. I wanted to get a wide range of responses,

so I also posted the survey on the NASCAR subreddit to try and get some younger fans

to respond. I received around 450 responses from Reddit, which blew me away. Of

course, this skewed the responses younger, but it was at least nice to get opinions from

fans of all ages.

The non-fan responses were skewed younger, liberal, and favored Western

states, particularly California. This is mostly in part due to being in California and

sharing the survey with my friends and co-workers. I tried to reach out to older folks

from around the country through snowball sampling, but ultimately did not get as many

responses as I did with NASCAR fans.

I decided to focus most of my trends on political leanings, where a person

currently lives, and age. This in part due to “white” being such an overwhelming race in

my responses, the sample sizes for other races didn’t seem significant enough to draw

conclusions from. Additionally, the sample sizes for non-male and non-female genders

were also too small to draw any significant conclusions from. The low number of

conservative-leaning non-fans and older non-fans also makes any results from those

groups insignificant.


Non-fans and their perceptions of NASCAR racing and fans

The most common words that non-fans described NASCAR racing with were

loud, going in circles, fast, and boring. The first three words seem more of a description

of NASCAR racing itself, with the last word being an opinion formed from observing a

race. All four of these words are common stereotypes of NASCAR racing. Surprisingly,

the fifth-most common word was competitive, which was a positive word that is not often

used to describe NASCAR racing. I found it interesting that non-NASCAR fans chose

more neutral words than negative words, but this does line up with the high percentage

of neutral perceptions of NASCAR fans.

It was also surprising to find that 73% of non-fans had watched a race before,

and that 17% had been to a race before. I feel like I underestimated how many people

had actually been exposed to NASCAR first-hand. Additionally, it seems that fans who

have watched a race before described NASCAR more negatively than those who have

not. For example, a higher percentage of race watchers used negative words and

phrases such as boring, left turns, and not a sport, while more non-race watchers used

words such as competitive and loud. A similar trend also appeared with non-fans who

have been to a race before; however, only 17% of the sample had actually been to a

race before, so this trend is not as conclusive.

Therefore, in terms of perceptions about NASCAR racing, my hypothesis was

wrong: those who have been exposed to NASCAR racing actually had more negative

perceptions of the sport compared to those who have not. However, the results do not


necessarily contradict Zajonc’s mere exposure effect, which suggests that repeated

exposure towards an object enhances attitudes towards it (1968). It is possible that the

non-fans who have been exposed to NASCAR racing have only watched one race or

seen little snippets of one, and that if these non-fans watched more, they would have a

more positive attitude towards it, or might even become fans of the sport.

NASCAR fans were most commonly described as white, male, conservative, and

car enthusiasts. These words seem to be more descriptive and neutral. The fifth-most

common word, redneck, was the highest chosen negative word. All of these words

match current stereotypes of NASCAR fans. Knowing a fan didn’t seem to lead to more

positive words getting chosen to describe NASCAR fans. There was no clear correlation

between knowing a fan and the types of words used.

However, when asked if their view of NASCAR fans was positive, negative, or

neutral, those who know a fan and those who have watched a NASCAR race before

were more likely to have positive views of NASCAR fans. Going to a race did not seem

to affect opinions of NASCAR fans - however, only 17% of non-fans surveyed (14

people) have actually been to a race, so the sample size might be too small to definitely

conclude this. Overall, the results support the mere exposure effect, in that those who

have been exposed to NASCAR fans (by knowing them or going to a race) have a more

positive view of them.


Where perceptions are learned

When asked about where they learned about perceptions of NASCAR racing, a

majority of non-fans said they had previously watched a NASCAR race on TV. This was

followed by reading or watching the news and watching a sport highlight show. The

most influential factors were watching a NASCAR race, going to a NASCAR race, and

watching a video online about NASCAR. Having primary exposure as the top factor as

where stereotypes are learned does not match existing theories that stereotypes are

primarily learned from socialization with others. However, socialization with others still

plays a role in forming perceptions, as learning from a family member was still chosen

by 20% of respondents.

Since reading or watching the news and watching a sports highlight show were

chosen more than learning from another person, it is safe to conclude that secondary

sources such as the media also play an important role in shaping perceptions of

NASCAR racing. However, I was surprised that only 19% said watching a movie about

NASCAR contributed to their perception about NASCAR racing. Due to the popularity of

Talladega Nights and Cars, I was expecting the number to be higher.

The same conclusions as above can be reached when looking at where non-fans

learned perceptions of NASCAR fans: most perceptions were learned from going to a

race or knowing a fan, with media sources also playing a part. The top factor was going

to a race, followed by knowing a fan.

When I made my hypothesis about where stereotypes are learned, I did not take

into account the factor that so many participants actually know a NASCAR fan or have


been to a race. (In hindsight, by distributing my survey to people I know, they

automatically knew a NASCAR fan, which might have skewed the numbers.) While I

was correct that the media would have more influence than socialization factors such as

family, my hypothesis was ultimately incorrect due to the large role primary exposure

played in this study.

Perceptions and their effect on NASCAR fans

My survey found that 83% of NASCAR fans would be comfortable telling anyone

they were a NASCAR fan, while 16% would be comfortable telling people close to them.

These numbers were different from my hypothesis that half would be embarrassed to

tell anyone they were a NASCAR fan while the other half would be comfortable telling

others. However, 47% believe they would get backlash from others if they told them

they were a fan and 12% believe they would get teased about it. These results mean

that fans don’t mind sharing with others that they are fans, but that half of them expect

backlash for it. The low number of non-NASCAR fans who had negative perceptions of

NASCAR fans compared to the high number of NASCAR fans who believe they may be

judged leads me to believe that NASCAR fans overestimate that they would be judged if

sharing with others.

I found it interesting that less women believe they would get backlash from others

than males, as NASCAR fans are usually seen as being mostly male. I was also

surprised that those with liberal political leanings believe they would get backlash

around the same level as those with other political views, and that the percentage of


Southerners who believe they would get backlash is similar to the percentages in other

geographical regions. However, a higher percentage of Southerners did flat-out say “no”

to potential backlash compared to other regions, which was expected. I also expected

the clear trend that those who are younger believe they are more likely to get backlash

than those who are older.

In terms of the type of backlash, fans overall felt that they would get more

backlash due to their associations with other fans (fan-related backlash), as opposed to

backlash for liking the sport (sport-related backlash). Much of the fan-related backlash is

due to associating fans with current stereotypes of NASCAR fans. As one fan put it, “A

lot of people assume if you are a NASCAR fan you are white, Christian, conservative,

and have a touch of racism. So for people I know that don’t fall into those categories

...[there’s] backlash telling me how bad it is to be a NASCAR fan because ‘you’re not

that type of person’.” Meanwhile, most of the sport-related backlash from others

consisted of fans being criticized for enjoying a sport that is “just cars driving around in

circles.”

If you look at the results by demographics, there are some trends that can be

picked up: Southerners, females, older people, and liberals believed they would get

more fan-related backlash, while males, younger people, and conservatives believed

they would get sport-related backlash. At first, when I saw that females and liberals

thought they would get more fan-related backlash, it made sense to me and I concluded

that not being in a group that matches the NASCAR fan stereotype would probably lead


to more backlash. However, the high numbers of Southerners and older people don’t

support this theory.

I was surprised that younger people think they would get more backlash related

to the sport stereotypes instead of fan stereotypes. Perhaps younger generations think

that if they tell someone their age that they are a NASCAR fan, that person wouldn’t

associate them with fan stereotypes because younger people are more likely to be

liberal (compared to conservative and old). Additionally, younger people are viewed as

being more tolerant of other races and groups compared to older people (Pew

Research Center, 2010). This fact helps explain why younger fans might believe their

peers might defer to criticizing the sport instead of the fans themselves.

Recommendations

72% of non-fans had neutral perceptions of NASCAR fans, and they said they

don’t really care much about the sport or the fans or didn’t know much about it, but that

it’s cool that some people enjoy it. As one respondent said, “Who the hell am I to judge

people for their interests? Just because I don't like NASCAR doesn't mean other people

can't.” This high percentage of non-fans with neutral opinions suggest that NASCAR

fans might not get as much judgment or backlash as they think they would get if they

revealed they were a fan of the sport, or if they did get any backlash, most of it would

not create negative judgment of that person. Therefore, NASCAR fans should not be

worried about potential negative judgment while sharing their fanship with others.


However, 22% had negative views about NASCAR fans, with the general

reasoning being “they are Trump supporters, conservative, often racist and

homophobic” and that there is a “negative stereotype about NASCAR being

uneducated, overwhelmingly white, and lower class.” (The latter part of this statement

also matches Bourdieu’s 1980 theory of taste.) These negative perceptions about

NASCAR fans match the comments that NASCAR fans think they would get if they told

others they were fans. One fan commented, “I’ve been called a hick, and a bunch of

other names. People view me as stupid or put me in a [category] off of a sport I enjoy.”

Another fan noted that there might be classism going on, saying, “I would not expect

backlash from people with blue-collar background or from people I meet from more rural

areas since the sport has a larger appeal to those individuals anyway. But, from more

educated individuals who have less exposure to the sport and its fans I can understand

how they can associate stereotypes of the sport onto me.” It seems that non-NASCAR

fans stereotype NASCAR fans for having working class taste, and even though they

understand that stereotypes are not necessarily true, they choose to keep using those

stereotypes because they don’t know much about that group. This is in line with Brink

and Nell’s 2015 study on stereotype origins, which found that stereotypes are believed

by many to come from ignorance and simplification of a group. Another reason for these

negative perceptions, according to NASCAR reporter Jeff Gluck (personal

communication, February 5, 2020), could be because of a superiority complex: some

outsiders want to look down on NASCAR fans for liking a sport they don’t enjoy and are

trying to find any reason possible to justify it. “[People apply] anything that [they] want to


apply to it as an outsider because [they’re] basically people looking down on it, and

they’re looking for reasons to look down on it,” Gluck said. “They’ve never given it a

chance … but they just know that they don’t like it, so they just decide that anybody who

does like it must be stupid.”

In order to change outsider perceptions of NASCAR to quell the perceived

amount of backlash towards fans, I believe the best course of action would be to find a

way to educate non-fans about NASCAR fans and NASCAR racing through exposure to

the sport, as suggested by the mere exposure effect. Even though many participants in

the study had watched a race before or know a fan, the mere exposure effect relies on

repeated exposure in order to enhance attitudes towards an object (Zajonic, 1968).

Many NASCAR fans also believe that going to a race and experiencing NASCAR

culture helps to change the minds of a lot of non-fans and at least educates them more

on what the sport is and why people enjoy it. Anecdotally, one fan even said that she

changed someone’s mind about NASCAR racing after attending a race with her, and

Gluck learned that NASCAR was more than “just going around in circles” once he

started going to the track and covering the sport (personal communication, February 5,

2020). Goldsmith and Walker’s study on NASCAR fantasy participation also suggests

this idea would be successful, as playing NASCAR fantasy led to people watching

races, and as a result, respondents said their opinions of NASCAR racing improved

(2015).

In order to get non-fans to watch the sport, NASCAR should encourage people to

come to track by lowering ticket prices and promoting “buy one get one” sales.


NASCAR fans could also try to get their friends to watch a race with them by hosting

watch parties for some of the biggest races of the year such as the Daytona 500 or the

season finale. NASCAR can also try to promote the sport by doing community outreach,

“[visiting] more places away from the track … [putting] on STEM programs, and

otherwise provide opportunities for people of diverse backgrounds to experience our

sport and the people that make it great,” according to NASCAR beat writer Aaron

Bearden (personal communication, April 22, 2020).

However, not everyone has access to friends who might be open-minded enough

to go to a race or to watch one. NASCAR must also play a role in shifting their image in

order to shift negative stereotypes about the sport and its fans. Non-fans with negative

perceptions have described NASCAR racing and fans as “biblical,” “racist,” and

“homophobic.” There are many short-term changes that NASCAR could make in order

to shift this image. For example, NASCAR’s “pre-race invocations, Southern flag

controversies, members of the tour and sanctioning body supporting President Trump

on the campaign trail in 2016,” all contribute to their image, according Bearden

(personal communication, April 22, 2020). NASCAR should consider not having a

televised pre-race invocation, not inviting political figures, and not allowing controversial

sponsors such as the NRA to have big sponsorships in the sport.

NASCAR can also help reduce the negative stereotypes of the sport in many

different ways. For example, NASCAR could change their product by changing the

aerodynamics of the cars to allow more passing (creating excitement) and by adding

more road courses (which means less going in circles). Additionally, the TV coverage of


NASCAR on FOX and NBC should be reviewed. NASCAR fans have criticized these

broadcasters for missing lead changes and for only focusing their coverage of the

leaders when there are drivers battling for position further back in the pack. By creating

more storylines within races, the TV product might be more exciting and help showcase

the factors that make NASCAR fans enjoy the sport. Additionally, showcasing the

diversity of the sport by including non-majority broadcasters and showcasing diverse

drivers could help elevate perceptions of the sport. “We’ve seen a few women get

broadcast roles - Kaitlyn Vincie, Jamie Little, etc. - and rightfully so. They’ve earned it

on merit,” Bearden said (personal communication, April 22, 2020). “I would love to see a

female or POC [person of color] on the call for some of these races - particularly in the

main broadcast booths where we traditionally see all older white males.”

Additionally, NASCAR should continue their ongoing efforts to promote diversity

in the sport. NASCAR has shown its commitment to diversity through the Drive for

Diversity program. Also, when NASCAR driver Kyle Larson said a racial slur in a

simulated race streamed on Twitch, NASCAR suspended him indefinitely and his team

fired him (Bengel, 2020). In their statement, NASCAR said, “NASCAR has made

diversity and inclusion a priority” and that their rulebook clearly states that “NASCAR

members shall not make … communication that criticizes, ridicules, or otherwise

disparages another person based upon that person’s race, color, creed, national origin,

gender, sexual orientation, [etc.]” (Bengel, 2020; Pockrass, 2020). Other ideas that

could be implemented include celebrating Black History Month and as Bearden


suggests, having a yearly cultural sensitivity training (personal communication, April 22,

2020).

However, even if the suggestions above were added to the current efforts, it is

important to remember that NASCAR perceptions will not change overnight, and that

any efforts will be met with pushback. Historically, “NASCAR’s always towed the line

between embracing diversity and accepting some of the unfortunate rhetoric mentioned

above because it comes from the tour’s core demographic. More efforts to lean in on

inclusion would be welcomed, though ... it could cost the sport fans in the short term” (A.

Bearden, personal communication, April 22, 2020). Both Bearden and Gluck believe

that “it will probably take decades for NASCAR to stand on its own” (J. Gluck, personal

communication, February 5, 2020) and not be associated with the current stereotypes it

has. Bearden believes the core of the image can be changed through extensive

conversations with the NASCAR community, community outreach, and an increase in

diversity efforts (personal communication, April 22, 2020). However, Gluck believes that

the only way for NASCAR to completely get rid of its image is to completely rebrand the

sport, such as going all-electric or adding street courses (personal communication,

February 5, 2020). Still, NASCAR must carefully tread this rebranding as to not alienate

what’s left of their existing fanbase (Gold, 2019).

NASCAR fans also have to be part of this ongoing effort to shift outsider

perception of the sport. While there are some fans who are actually redneck, racist, and

fit the rest of NASCAR stereotypes, many fans are not and do not condone any bad

behavior (such as racist remarks) from other fans. If NASCAR fans see any bad


behavior from fellow fans, they should try and educate them on why their behavior is

inappropriate. However, because of the great influence that celebrities have (Caulfield &

Fahy, 2016), NASCAR and the drivers need to ultimately take it upon themselves to

educate their fans on racism and highlight diversity in the sport.

Limitations of this study

This study had many limitations and flaws that if changed, could have led to a

more detailed and accurate study. First, the number of respondents who were non-fans

was skewed towards a younger, Western-state demographic. If I had a better way to

reach people, I would have tried to get my survey out to more people in order to get a

better representation of the country in my sample. Ideally, I would have used a website

that has a database of survey takers so I would have had a true random sample instead

of doing snowball sampling.

Additionally, there seemed to be a problem with the survey design. Even though

the survey took less than five minutes to complete, many respondents either quit

halfway through or left questions blank in the middle of the survey. The latter meant that

there were many “completed” surveys that were actually incomplete. I tried to weed out

the responses that were obviously incomplete, but I was not able to find all the

incomplete surveys. If I could re-do the survey again, I would make all the questions

mandatory so I wouldn’t have to filter out blank responses.

One criticism that I received was about the question where I asked NASCAR

fans if they thought they would backlash if they told others they were a fan. Some


respondents answered that they wouldn’t necessarily get backlash (instead, they would

be joked at or be greeted with confusion or surprise) or that backlash was maybe too

strong of a word. Perhaps judgment would have been a better word in this question.

I also had a hard time reading hundreds of the responses and sorting the

answers to the open-ended questions into categories. In order to solve this, I should

have had more multiple-choice questions and less open-ended questions. For example,

instead of asking fans if they thought they would get backlash, and if so, what kind of

backlash, I could have asked this in three parts: first, a multiple-choice question about if

they thought they would have gotten backlash (yes, no, or other). Second, if yes, what

kind of backlash do they think they would have gotten (more backlash about being a fan

or more backlash about liking the sport itself). Finally, I would have an open-ended

question about what they think someone would say to them. This way, I could have

been more efficient with my time and maybe could have found more insights in my data.

Recommendations for future studies

This study was a good base to start discussion on what perceptions

non-NASCAR fans have about the sport and its fans and what kind of backlash fans

think they would get by sharing their love for NASCAR with others. There are many

future studies that could be expanded upon this one.

First, this study asked non-fans about their opinions of NASCAR racing and

NASCAR fans. However, there is much more to NASCAR than the racing and the fans.

NASCAR has many entities, which include the sanctioning body, fans, the racing, the


tracks, the sponsors, and the culture. In order to figure out how NASCAR could change

to reduce negative stereotypes, it is important to understand and figure out perceptions

of NASCAR entities as a whole. Therefore, future studies should study perceptions of all

aspects of NASCAR, not just the fans and racing itself.

Another study that would be of interest is finding out how current NASCAR fans

became NASCAR fans and what factors led them to doing so. 42% of fans who

responded to my survey said that they have not been NASCAR fans their whole lives.

Therefore, there must have been a catalyst that got them to start watching and specific

factors that got them to change their perceptions of the sport and its fans. (Personally, I

got into NASCAR by seeing it on TV one day and after a few minutes, my perception of

the sport changed from “this sport is boring” to “this is exciting and there’s so much

strategy involved.”) This could be done by sending a survey to fans who have not

identified themselves as life-long fans. Another way for this study to take place would be

to take non-NASCAR fans to a race and then if they say that watching made them a fan,

interview them after to see specifically what factor caused it to happen (interaction with

fans, seeing the cars in person, etc.) and what their new perceptions are.

Finally, a study about the origins of stereotypes can be built off the results of this

study. In this study, I asked non-fans which factors contributed to their views of

NASCAR racing and NASCAR fans, and then which factor contributed the most.

However, in order to understand the catalyst for stereotypes and how they can change

over time, another question that needs to be asked is where was the first place non-fans

were exposed to these stereotypes, followed by which factors made these stereotypes


stronger or weaker. This way, the scientific community can gather more insights on the

progression of stereotypes.

CONCLUSION

NASCAR racing is watched by millions of fans every week and is a staple of

American culture. Many non-fans still use stereotypes to describe the sport and its fans,

which came from watching a race, knowing a fan, or the media; however, some

stereotypes are still true. Experiences and watching the media can shape our ideals, so

we must be conscious of the fact that these factors play a big role in how we view the

world.

Despite the perceived negative stereotypes surrounding NASCAR fans, most

non-fans do not have a negative perception of NASCAR fans. Meanwhile, most

NASCAR fans would be comfortable telling others that they enjoy watching it, but still

expect backlash. The conclusions of this study provide a lesson to be learned: most

people will not negatively judge you for your interests, even if there are negative

associations surrounding it. Therefore, it is best practice to just be curious and

supportive, no matter what your opinion may be.


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Bengel, C. (2020, April 14). Kyle Larson fired by Chip Ganassi Racing after using racial

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APPENDIX

Survey questions

Part I - Demographics

1. What is your gender? a. Male b. Female c. Other ___

2. What is your ethnicity? a. White b. Black or African American c. American Indian or Alaska Native d. Asian e. Native Hawaiian or Pacific Islander f. Other ___

3. What is your age? a. 18 - 24 b. 25 - 34 c. 35 - 44 d. 45 - 54 e. 55 - 64 f. 65 and Over

4. What are your political leanings? a. Liberal b. Somewhat liberal c. Centrist d. Somewhat conservative e. Conservative

5. Which state/country did you grow up in? a. (Dropdown of all 50 states and I grew up outside the United States)

6. Which state do you currently live in? a. (Dropdown of all 50 states)

Part II - Fan Classifier

1. Do you consider yourself a NASCAR fan? a. Yes, I am a fan (redirects to Part III)


b. No, I am not a fan (redirects to Part IV)

Part III - NASCAR Fan Block

1. How long have you been a NASCAR fan for? a. Less than 1 year b. 1-5 years c. 6-10 years d. 11-15 years e. 15-20 years f. 21-25 years g. 25+ years

2. Have you been a NASCAR fan your whole life? a. Yes b. No

3. Would you be comfortable telling someone you are a NASCAR fan? a. I would be comfortable telling everyone b. Only people who are close to me c. I wouldn't be comfortable telling anyone d. Other ___

4. Do you think you would get backlash if you told others you are a fan? If so, what kind of backlash?

a. (Open ended question)

Part IV - Non-NASCAR Fan Block

1. Pick the words that best describe NASCAR racing (the sport itself) a. Fast b. Loud c. Exciting d. Going in circles e. Boring f. Fun g. Not a sport h. Technological i. Athletic j. Competitive k. Slow l. Left turns


m. Simple n. Hard to understand o. Wreck-fest p. Other ___

2. Which factors led to your answers above? a. I watched a NASCAR race on TV b. I have been to a NASCAR race c. Watched a movie about NASCAR d. Watched a TV show/documentary about NASCAR e. Watched a sports highlight show f. Read or watched the news g. Watched a video online about NASCAR h. Saw an ad/commercial about NASCAR i. Read a book or magazine about NASCAR j. Learned from a family member k. Learned from a friend l. Learned from social media m. Played a NASCAR video game n. Other ___

3. Which factor contributed the most to your answers? a. (Choose from answers selected above)

4. Pick the words that best describe NASCAR fans a. Redneck b. Passionate c. Friendly d. Car enthusiast e. Loyal f. Multi-cultural g. Mostly female h. Obnoxious i. Conservative j. Patriotic k. Intelligent l. Liberal m. Mostly white n. Mostly male o. Dumb p. Other ___

5. Which factors led to your answers above?


a. I know a NASCAR fan b. I watched a NASCAR race on TV c. I have been to a NASCAR race d. Watched a movie about NASCAR e. Watched a TV show/documentary about NASCAR f. Watched a sports highlight show g. Read or watched the news h. Watched a video online about NASCAR i. Saw an ad/commercial about NASCAR j. Read about NASCAR in a book or magazine k. Learned from a family member l. Learned from a friend m. Learned from social media n. Played a NASCAR video game o. Other ___

6. Which factor contributed the most to your answers? a. (Choose from answers selected above)

7. Is your view of NASCAR fans positive, negative, or neutral?< a. Positive b. Negative c. Neutral

8. Why?

End of Survey

the influence of stereotypes on nascar fan identity€¦ · additionally, 78 percent of viewers are...

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