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.  

Our Latest News

Life & Death on
​'The Pitt'

Our latest research shows The Pitt is sparking real-world action on organ donation and end-of-life planning. Nearly 90% of viewers said it exposes systemic issues like understaffing in healthcare.

​Read more

PRESS: Variety | Deadline | Hollywood Reporter

Telling their Story

Athlete-owned media is transforming the sports world by giving athletes the power to create, own, and share their stories on their own terms. Our newest report shows how this shift is redefining sports coverage, challenging traditional media power structures, and reshaping the industry’s cultural and economic landscape.

Read more

PRESS: Puck News | Sports Business Journal

When TV Makes Death Less Taboo

A new report from End Well, with research by the Media Impact Project, reveals how television can inspire meaningful conversations about death and dying—helping viewers approach end-of-life planning with comfort, honesty, and care.

Read more

Big Tech 'Off the Hook'

How 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.

​Read more

BLOG: How storytelling can bring us closer to tech justice

Abortion on TV

When Grey’s Anatomy addressed abortion restrictions in 2022, it mirrored the real-world fallout of Roe v. Wade’s overturn. Our Media Impact Project analysis of Reddit discussions shows how the episode sparked conversation and reflected viewers’ concerns
​
Read more

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.

Read more
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.