MEDIA IMPACT PROJECT
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  • ABOUT
    • MISSION
    • OUR TEAM
    • WHAT WE DO
    • FELLOWS & PARTNERS
  • PROJECTS
    • OVERVIEW
    • AFRICA NARRATIVE
    • ACTION CAMPAIGNS
    • CHARITABLE GIVING IN THE MEDIA
    • CLIMATE & SUSTAINABILITY RESEARCH PROJECTS
    • HEALTH EQUITY
    • FILM/TV DIPLOMACY
    • IDEOLOGY & ENTERTAINMENT
    • IMMIGRATION ON TV
    • JOURNALISM STUDIES >
      • VIRTUAL REALITY
    • POVERTY NARRATIVES
    • THE SOCIAL DILEMMA IMPACT STUDY
  • PUBLICATIONS
    • OVERVIEW
    • Are You What You Watch?
    • Africa in the Media
    • CASE STUDIES & TIPSHEETS
    • Charitable Giving in the Media
    • IMMIGRATION ON TV
    • METRICS GUIDES FOR JOURNALISTS
    • POVERTY IN POP CULTURE
    • VIRTUAL REALITY
  • NEWS & EVENTS
  • BLOG
  • CONTACT
  • CLIMATE & SUSTAINABILITY RESEARCH PROJECTS

pROVING THAT
MEDIA MATTERS

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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Climate Change in Entertainment

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In a soon-to-be-released study, we analyzed scripts from 37,453 TV episodes and films that aired in the US media market between 2016 and 2020 to see how often climate change content appeared, finding only 2.8% mentioned any of 36 climate-related keywords. Our study partner Good Energy has released a free storytelling resource for screenwriters.

Read the playbook.

PRESS:  Associated Press | CNN

'The Social Dilemma' Moves Viewers on Social Media Regulation

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Using a unique methodology called propensity score matching (PSM), our research team surveyed nearly 4,000 people in a study of the impact of the 2020 Netflix documentary, The Social Dilemma. We found that viewers of the film were more knowledgeable about persuasive design techniques employed by social media companies, had greater support for design changes and government regulation, and overwhelmingly took at least one action after watching the film, such as hosting their own screening, signing a petition or joining a volunteer group.

Read the report.

'Flipping the Script' on Single Use Plastics

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Our research team examined 32 popular television shows from the 2019-2020 season in the first-ever analysis of the portrayal and prevalence of single-use plastics and reusable alternatives in popular scripted television shows. We found them awash with plastic pollution. The research was supported by the Plastic Pollution Coalition, Read the full report, Flip The Script: Can Hollywood Help Us Imagine a Future Without Plastic?

PRESS: Research Aims to 'Flip the Script' on Single-Use Plastics in Hollywood

Poverty Narratives in Pop Culture

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Our expansive cultural audit on poverty narratives in TV, film, music and video games is now out. Through a mixed-methods research study -- including survey research, a systematic content analysis, interviews with thought leaders and a review of existing research -- we examined poverty and wealth narratives in popular culture. To what extent do mass media perpetuate stigmatizing, individualistic narratives about poverty? How common are counternarratives that challenge stereotypes of those experiencing poverty?

Read the report
Listen to the playlist of pop music included in the study
Watch the webinar on narratives of poverty, prosperity and opportunity

Stories Matter: Narratives of Health Equity

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To inform the growing field of narrative change, our research team is exploring how media and entertainment narratives impact audiences’ understanding of health and well-being, disparities and solutions; and how entertainment might play a key role in shifting mindsets toward equity, justice and systemic change. This work aims to increase public support for more equitable policies, programs and practices.

Read the Research Highlights | Read the Infographic

our research

AFRICA IN THE MEDIA
Ideology & Entertainment
TIPSHEETS: MESSAGING FOR IMPACT
JOURNALISM IMPACT
FILM DIPLOMACY
CLIMATE & SUSTAINABILITY

Our latest blog posts

April 27, 2022
The Rise of Sopranos Criminology
By Shawn Van Valkenburgh
The Sopranos is enjoying a renaissance as it is discovered by younger audiences. Why this series, compared to others like Mad Men?

September 20, 2021
Utah senator, Paris Hilton use reporter Jessica Miller’s work to change state’s troubled-teen industry
By Anjanette Delgado
The strory behind a new law involves a journalist, two lawmakers in two states, a celebrity influencer, an activist group and an impact producer all working on the same issue.
March 16, 2021
Narratives as a tool: shifting mindsets at scale
By The Behavioral Insights Team
We partnered with BIT to study narratives of poverty, prosperity and opportunity. Our research found that narratives can drive and support meaningful, equitable change. 

Read More Posts
The Norman Lear Center's Media Impact Project researches how entertainment and news influence our thoughts, attitudes, beliefs, knowledge and actions. We work with researchers, the film and TV industry, nonprofits, and news organizations, and share our research with the public. We are part of the University of Southern California's Annenberg School for Communication and Journalism.