Presenter(s): Kyle Heiner − Journalism: Advertising
Faculty Mentor(s): Kim Sheehan, Erin Hanna
Oral Session 2C
Research Area: Media Studies and Advertising
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, 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. Using theories such as Uses and Gratifications, Parasocial Interaction, and Agenda Setting, as well as analyzing case studies about product placement, public service announcements, and media partnerships, the 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. A ‘spec’ script, which is a speculative screenplay for a series written by someone outside of the production, that illustrates these techniques is provided.