The purpose of this research project was to examine representations of male characters and masculinity in Disney animated feature films. Social learning theory, gender and hegemonic masculinity were used to theoretically frame this study. Twenty-two movies were examined; a total of ninety-one characters were included in the analysis. The movies included in the sample were produced between 1930 and 2007. This study sought to examine the dimensions of character descriptions, physical descriptions, socioeconomic status, sexuality, family structures and practices, and aggression as well as to understand how constructions of masculinity in Disney films changed over time. The results of the present study regarding character role indicate that good characters were most often middle aged, slender and fit but not muscular, single, royalty, and had community as family. They were most often heterosexual, equally likely to be romantically involved as to be not romantically involved, were sexual in nature, and were most often the victims of physical aggression. Evil characters were most often middle aged, slender and fit but not muscular, single, royalty, had community as family, and were well dressed. Evil characters were most likely to trap other characters and to steal. Neutral characters were most often old/elderly, overweight and not muscular, and were most often employed as inventors, royalty, and diamond miners. They were also most often single and to have community as family. The results regarding character centrality indicated that central characters were most often white, slender and fit but not muscular, single, middle aged, showed physical strength, and were well dressed compared to peripheral characters. Central characters were heterosexual, romantically involved, sexual in nature, engaged in hand to hand fighting, and engaged in social isolation and name calling. Peripheral characters were most often white, slender and fit but not muscular, single, and also more likely than central characters to be old/elderly. For the analysis of masculinity across time, it was found that the types of masculinity shown in Disney films did not match with hegemonic masculinity historically. Overall, the most common theme of masculinity that was observed throughout all decades was the fatherhood movement.

Este documento presenta un trabajo de investigación que tiene como objetivo determinar la viabilidad de un proyecto de expansión para el centro de entretenimiento Magic Zone, el cual ofrece juegos y talleres artísticos para niños menores a 6 años. Magic Zone brinda un servicio de entretenimiento y de actividades artísticas para niños menores a 6 años con juegos y talleres atractivos para el infante, y que cumple con las siguientes características: ubicado en un lugar estratégico, políticas de seguridad claramente establecidas para el cuidado de los menores, horarios acordes a la necesidad del cliente (apoderado), y profesional calificado tanto para el diseño frecuente del espacio con juegos en zonas de recreación como para el diseño de talleres. Estas dos últimas características solo las tienen negocios como centros de estimulación temprana, guarderías y nidos. Sin embargo, Magic Zone ha apostado por considerarlas a fin de lograr captar la atención de los niños y potenciar su deseo de realizar actividades de motricidad y creatividad. Actualmente, Magic Zone está ubicado en el distrito de Los Olivos, en un local con un layout distribuido solo en el primer piso y área geográfica construida de 120 m2, ubicado estratégicamente en la Av. Antúnez de Mayolo 1474 cerca a centros de educación inicial y condominios con familias que tienen hijos pequeños. La experiencia adquirida de Magic Zone en su primer año de operación, nos motivó a evaluar una propuesta de negocio para el crecimiento de nuevos centros de entretenimiento, con las mismas características de su primer local, en otros distritos de Lima Metropolitana, los cuales tienen mayor población de niños en el rango de 0 a 6 años (público objetivo) como son San Juan de Lurigancho, Ate, San Martín de Porres, Villa El Salvador y Comas, Se ha evaluado el mercado objetivo, los resultados del sondeo y el análisis financiero de los 5 distritos con mayor población, y se concluye que es conveniente desarrollar la expansión del centro de entretenimiento de Magic Zone solo en 4 distritos: San Juan de Lurigancho, Ate, Villa El Salvador y Comas, por tener mayor poder adquisitivo e indicadores financieros viables. No optamos por abrir un local en el distrito de San Martín de Porres porque la encuesta determinó que los clientes potenciales no estaban dispuestos a pagar el valor actual del servicio. Asimismo, podemos determinar a través de la evaluación financiera realizada para cada distrito que en el en distrito de San Juan de Lurigancho obtuvimos el mayor VAN con S/. 54,929.25 soles, que respalda la viabilidad de la propuesta de extender la empresa en este distrito y con un TIR de 73.66%. En el caso del distrito de Ate, los resultados que respaldan la viabilidad del proyecto son de S/. 54,274.38 para el VAN y 71.81% para el TIR. Por otro lado, en el distrito de Comas y Villa el Salvador, se obtuvo un VAN de S/. 52,964.63 y S/. 53,619.51 respectivamente y un TIR de 68.30% en Comas y un 70.02% en el distrito de Villa el Salvador. En conclusión, por el proyecto global obtenemos un VAN y TIR de S/ 215,787.77 y 70.91%, este resultado positivo del VAN demuestra que el proyecto de expansión propuesto para Magic Zone, es viable y sostenible financieramente. / This document presents a project for the expansion of an entertainment center for children up to 6 years old, which is currently operating in Los Olivos district, in Lima, Peru. An entertainment center is a business model that provides recreation, entertainment, and hobby services for children. The service includes a space with a wide variety of games for motor activities. This type of service is demanded by families that look for a clean, close, safe and with a variety of entertainment options for their children. Currently, entertainment centers have been located within shopping centers as one more store offering services. Unlike the traditional entertainment center model located in shopping centers, this project evaluates the option of installing this business model outside the Shopping Centers and concludes the feasibility of doing so in four of the most populated districts of the city of Lima. / Trabajo de investigación