Does Media Influence Us?

Can a film, program or news piece stir a person to action?  Does media help formulate our beliefs? Sway our opinions? At the Media Impact Project, we spend our days creating new methods to help find answers. We work with premiere partners from media and philanthropy who are interested in learning to what extent their documentaries, podcasts, videos, programs and stories spurred action -- whether to push an Act Now button, to share a post, to start a grassroots campaign, or to participate in the democratic process by canvassing, protesting or organizing. 

Our History

In 2012, with funding from the Gates, Knight, and Open Society Foundations, the Lear Center founded the Media Impact Project (MIP) to conduct independent research and evaluation contributing to a greater understanding of media effects on society. Our partners include media makers and philanthropies interested in working through media to promote the social good. We create and conduct program evaluation, develop and test research hypotheses, and publish and promote thought leadership on the role of media in social change.

The Media Impact Project has developed a track record for supporting news and media organizations in evaluating the impact of their efforts and our research has advanced the field of media impact measurement. Through our series of media metrics handbooks, workshops, public speaking engagements, and consultations with media makers and organizations across the spectrum, we have shared knowledge and helped establish ourselves as trusted experts and conveners in the field. ​
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.