This was the initial question of the initiative New Image for Computing when it started in 2007. It is described as a “multi-phase project that aims to improve the image of computer science among high school students (with a special focus on gender and ethnic disparities) and encourage greater participation in computer science at the post secondary level.”

Background for the project is that the interest in computer science is decreasing in the US,and the project aims to “improve the image of computer science among high school students (with a special focus on gender and ethnic disparities) and encourage greater participation in computer science at the postsecondary level.”

The report (PDF) from New Image for Computing presents the first stage of the project. It was found that “College-bound females, regardless of race and ethnicity, are significantly less interested than boys are in computing. More girls tend to associate computing with “typing,” “math,” and “boredom,” while boys are more likely to associate computing with “video games,” “design,” “electronics,” “solving problems,” and “interesting.”” (From a nationwide online survey of 1,406 college-bound teens in 2008.)

The report also describes the aims of the project, and one of them is to “create a set of market-tested messages that resonate with young people, accurately and positively represent the field, and reshape the way computer science is portrayed to and perceived by young people”

Among tested messages, these three tested best:

* Computing empowers you to do good (rated highest with girls and Hispanics)

* Computing puts you in the driver’s seat (African American and Hispanic boys)

* Computing opens doors (boys and those already interested in computing careers)

NIC originally focused on African American males and Hispanic girls, but the research has shown little racial/ethnic differentiation, and the project is therefore shifting focus to concentrate on girls as a special target audience.

(See also CampusTechnology)