Influencia de two and a half man en la decisión de mantener la soltería. Aproximación teórico-empírica al poder de los placements en programas cómicos

Resumen

¿TWO AND A HALF MEN¿ INFLUENCE ON THE DECISION TO REMAIN SINGLE. THE POWER OF IDEA PLACEMENTS IN SITCOMS; A THEORETICAL-EMPIRICAL APPROACH Pablo Arturo Zubieta Peniche Facultad de Comunicación, University of Navarra (Spain), Año 2014 Supported by a multidisciplinary analysis based on the areas of communication and marketing, including the theories of media effects, value theory and decision-making theory, the thesis presents the results and conclusions of an empirical study on the presence of idea placements concerning marriage and singlehood in the American sitcom ¿Two and a Half Men¿ and its effects on the personal decision of Mexican young adults to remain single. The thesis presents the audience's personal interpretation of the contents of this television sitcom concerning marriage, its internalization and its constructing of the personal decision to remain single. The thesis also analyzes the assignation of behavioral patterns associated with being single with being successful, named "Charlie type" relationships, and demeanors associated with marriage and steady relationships with being a loser, named "Alan type¿ relationships. The thesis concludes that ¿Two and a Half Men¿ does contain idea placements that lead the male audience to make personal decisions about what to do in life to become a "successful Charlie¿ and not a ¿loser Alan¿. Key Words: idea placements, Two and a Half Men, marriage, singlehood, sitcom, decision making.