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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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Big Tech Off the HookHow do news and entertainment media cover the harms of social media—and what stories do audiences want? Our multi-country study, supported by Luminate, reveals that while tech’s negative impacts are widely covered, especially on youth, the role of corporations is often left out of the conversation.
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Extrapolations
Apple TV+'s Extrapolations explored life-altering choices in a climate-ravaged near future. Our study with Good Energy found that viewers felt the show shaped their knowledge and attitudes on climate change, with some inspired to take action.
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Jews on Screen
Amid rising antisemitism, the need for nuanced and humanizing portrayals of American Jews in entertainment is critical. Our study, with funding from the Jewish Institute for Television & Cinema Hollywood Bureau, suggests there is a lot of room to more fully depict the diversity of the Jewish community.
Read more PRESS: Variety |
Latinos in Entertainment
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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.
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Native Visibility on Screen
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