MEDIA IMPACT PROJECT
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  • ABOUT
    • ABOUT US
    • WHAT WE DO
    • OUR TEAM
    • OUR PARTNERS
  • PROJECTS
    • CULTURAL AUDITS >
      • What is a cultural audit?
      • Charitable Giving
      • Criminal Justice
      • Health Equity
      • Poverty Narratives
    • ENTERTAINMENT >
      • Climate & Sustainability
      • Domestic Workers
      • Gun Safety
      • Ideology & Entertainment
      • Immigration
    • DOCUMENTARY FILM >
      • America Divided
      • Food, Inc.
      • The Social Dilemma
      • Waiting for Superman
    • INTERNATIONAL RESEARCH >
      • Africa Narrative
      • Film & TV Diplomacy
    • JOURNALISM >
      • Case Studies
      • Impact Journalism
      • Science Journalism
      • Virtual Reality
    • SCIENCE & EVALUATION OF MEDIA IMPACT >
      • Resources
  • PUBLICATIONS
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pROVING THAT
MEDIA MATTERS

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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.  

USC Lear Center

Our Latest News

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Extrapolations Impact on Viewers

Extrapolations is Apple TV+'s  new groundbreaking anthology series about the life-altering choices that must be made in a changing climate. In partnership with Rare and Good Energy, we will measure the impact of this important series in the first quantitative study of a major scripted climate storyline in nearly two decades.

Stay tuned!

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Data for Good

We are partnering with researchers at the University of Pittsburgh School of Public Health to study how fat representation in film and TV -- particularly in medical dramas -- have impacted society’s perspectives and discussion of fat people. The study is funded by the Nielsen Foundation's Data for Good program.

Read more

PRESS: Pittsburgh Post-Gazette

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Best Practices in Science Journalism

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.

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Immigrant Stories Matter

In our third collaboration with Define American, we analyzed 167 immigrant characters across 79 scripted series and conducted a survey to examine the impact of four TV series on attitudes toward immigrants and immigration. Findings show immigrant representation on TV has shifted in both positive and negative ways.

Read Define American's report.

PRESS: The Hollywood Reporter | Forbes | USA Today

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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

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Gun Safety on Television

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
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Cultural Audits
Cultural Audits
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Entertainment & Ideology
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International Research
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Journalism
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Documentary Film
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Science/Evaluation of Media Impact
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Hollywood, Health & Society Research (outside link)

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.