The NY Times is using Spike TV market research as the basis of front-page (in the Style section, but still) articles.
Not so long ago Sawyer's callousness would have made him a villain, but on "Lost," he is sympathetic, a man whose penchant for dispensing Darwinian truths over kindnesses drives not only the action but the show's underlying theme, that in the social chaos of the modern world, the only sensible reflex is self-interest.
Perhaps not coincidentally Sawyer is also the character on the show with whom young men most identify, according to research conducted by the upstart male-oriented network Spike TV, which interviewed thousands of young men to determine what that coveted and elusive demographic likes most in its television shows.
Spike found that men responded not only to brave and extremely competent leads but to a menagerie of characters with strikingly antisocial tendencies: Dr. Gregory House, a Vicodin-popping physician on Fox's "House"; Michael Scofield on "Prison Break," who is out to help his brother escape from jail; and Vic Mackey, played by Michael Chiklis on "The Shield," a tough-guy cop who won't hesitate to beat a suspect senseless. Tony Soprano is their patron saint, and like Tony, within the confines of their shows, they are all "good guys."
Gary A. Randall, a producer who helped create "Melrose Place," is developing a show called "Paradise Salvage," about two friends who discover a treasure map, for Spike TV. He said the proliferation of antisocial protagonists came from a concerted effort by networks to channel the frustrations of modern men.
"It's about comprehending from an entertainment point of view that men are living a very complex conundrum today," he said. "We're supposed to be sensitive and evolved and yet still in touch with our Neanderthal, animalistic, macho side." Watching a deeply flawed male character who nevertheless prevails, Mr. Randall argued, makes men feel better about their own flaws and internal conflicts.
"You think, 'It's O.K. to go to a strip club and have a couple of beers with your buddies and still go home to your wife and baby and live with yourself,' " he said.