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The MEDIA IMPACT PROJECT is the research and evaluation arm of The Norman Lear Center at the USC Annenberg School for Communication and Journalism. We are a hub for collecting, developing and sharing approaches for measuring the impact of media in order to better understand the role that media plays in changing knowledge, attitudes and behavior among individuals and communities.
We study stories -- in film, TV, documentaries, games, art and news -- and their impact on audiences. And we help media makers, cultural change organizations and foundations understand audiences and how to engage them. |
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Abortion on TV
A new study conducted with ANSIRH finds that accurate portrayals of abortion in storylines on A Million Little Things (ABC), Better Things (FX), and Station 19 (ABC) fostered greater understanding of abortion access, prevalence, and safety, even inspiring some to take actions in support of reproductive rights.
Read the report. |
Native Visibility on Screen
This study conducted in collaboration with IllumiNative found improvements in on-screen portrayals, but also highlights a need for better representation of Native talent behind the scenes.
Read more. PRESS: Variety | NPR |
Climate Unscripted
By examining sustainability-related keywords over a six-month period spanning 200,000 hours of unscripted programming, we found more than 28,000 keyword mentions across all unscripted TV genres — with home shows, docuseries, and food shows leading the way.
Read more. PRESS: LA Times |
Mental Health
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Caregiving and
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Understanding MENA AudiencesAudience survey research in Egypt and Saudi Arabia reveals significant opportunities for content creators to connect with MENA audiences eager for expanded scripted programming across multiple genres and platforms.
Read more. |
