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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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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! |
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 |
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. |
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 |
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 TelevisionIn 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 |
