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

Best Practices in Science Journalism

Immigrant Stories Matter
With support from the Howard Hughes Medical Institute (HHMI), MIP identified and studied best practices for achieving impact through science journalism, with the goal of informing future investments in this work. This project’s focus is on local climate change coverage through the Pulitzer Center’s HHMI-funded Connected Coastlines series.

Read the report.

Define American' s newest report comes from our third collaboration. Our researchers analyzed 167 immigrant characters across 79 scripted series that aired from 2020-2022. We also conducted an audience survey to examine the impact of four TV series on attitudes toward immigrants and immigration. Findings suggest immigrant representation on television has shifted in important ways — both positive and negative.

Read Define American's report.

PRESS: The Hollywood Reporter | Forbes | USA Today

Climate Change in Entertainment

In an analysis of TV and film scripts, only 2.8% mention anything about climate change. An accompanying survey of 2,000 Americans found that few can identify a fictional TV or film addressing the climate crisis. But those who are most alarmed about climate change tend to also be more hopeful about solutions and want to see these stories in fictional entertainment. This research was done in collaboration with Good Energy.

Read the report.

PRESS: LA Times | The Hollywood Reporter | The Guardian | Teen Vogue

Gun Safety on Television

Spotlighting Domestic Workers
In collaboration with Everytown for Gun Safety, we examined how gun safety and gun violence prevention are depicted on TV and provide recommendations for creators to improve portrayals. We analyzed 250 episodes of scripted TV dramas and found limited depictions of gun safety and gun violence prevention measures. But when gun safety portrayals do appear, they can have a substantial impact on viewers.

Read the report.

PRESS: Deadline Hollywood
WATCH: "Shooting Straight" Webinar
We partnered with the National Domestic Workers Alliance in this recent study analyzing the history of domestic worker representation across scripted film and TV from 1910 to 2020. The findings explore how often domestic workers have been referred to and with what terms, and examine character demographics such as race, gender, immigration status, and speaking role.

Read the report.

PRESS: Fast Company | The Wrap

Alzheimer's and NBC's 'This is Us'

Our Hollywood, Health & Society  program collaborated with researchers at the University of Pittsburgh's School of Public Health in a study of the impact of the Alzheimer's disease storyline in season 4 of NBC's This is Us. Researchers used survey and focus groups to examine its affects on audiences. The results were published in the Journal of Health Communication.

Read UPITT's study.

PRESS:  HealthDay News

Our Blog

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.