The Power of America’s Most Watched Show: How Entertainment Television Can Change Social Behaviors
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Date
2018-06
Authors
Heiner, Kyle Richard
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This thesis examines the effects entertainment television can have on audiences beyond simply making them laugh, scream, or cry. In an era where the public has become increasingly untrustworthy of traditional broadcast news and advertising, I argue that ideas that prompt social change can be communicated through entertainment television, specifically, America’s most watched shows. In this thesis, I focus on how America’s current highest rated show, The Big Bang Theory (CBS, 2007-), a scientifically-accurate sitcom centered around a group of young male scientists and their new blonde neighbor, can incorporate the United Nations Sustainable Development Goals into its storyline to promote their message to a majority of Americans. By analyzing case studies about product placement, public service announcements, science communication, and media partnerships, this study suggests that integration with television storylines can increase knowledge and spur action among audiences. Importantly, I argue that episodes that contain a message central to the storyline, ease seamlessly into the narrative, and are open with their external partnership, are the most successful in getting their message across. I further provide a potential storyline The Big Bang Theory can take when working with the United Nations.
Description
75 pages. Presented to the Department of Journalism: Advertising and the Robert D. Clark Honors College in partial fulfillment of the requirements for the degree of Bachelor of Science June 2018
Keywords
Journalism, Advertising, America, Television, Social behavior, Broadcasting, Internet