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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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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 |
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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 |
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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 |
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Our second study with Define American, Change the Narrative, Change the World, finds that TV shows with nuanced immigrant characters and immigration storylines can shift attitudes and inspire people to real-life action. Viewers who saw the immigrant storyline had more inclusive attitudes towards immigrants, greater comfort meeting undocumented people and opposition to criminalizing undocumented immigrants. They were also more likely to take certain actions, like speaking to a friend about immigration issues or attending an immigration-related community event.
Read the report. PRESS: Los Angeles Times | Hollywood Reporter | The Guardian |
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In 2019, the percentage of Americans who donated to charity was at an all-time low. To understand why, the Bill & Melinda Gates Foundation commissioned the Media Impact Project to analyze the narratives about charitable giving and philanthropy conveyed through mass media news and entertainment, as well as what types of media content are consumed by potential donor audiences. Our mixed-methods study (cultural audit) included a national audience survey, a content analysis of 2.6 million hours of TV, and a deep-dive into scripted content to better understand the narratives about giving that dominate the media landscape.
Read the research highlights. Detailed Findings | Detailed Methodology Watch the webinar. |
