MISSION

Our mission is to understand the social impact of media and effects of media on audiences. We study projects that serve the social good, and strive to be a thought leader in our field. This means we assume two distinctly different roles: as evaluator, we offer impartial judgement on a project's success towards meeting its desired goals; as research partner, we develop innovative new ways to study media and illuminate how media has impacted audiences.  ​

The MIP Measurement System
An animated explanation of the USC Annenberg Media Impact Project Measurement System, an open-source system for determining how media can engage audiences and determine what works and what doesn't. It combines information about how your story is being seen - everything from web traffic and Facebook likes to offline actions and survey research.
Method
We implement mixed methods research through strategic combinations of research surveys, custom media metrics, audience development metrics, social media analysis, content analysis and focus groups. Much of our work involves investigating culture change strategies attempted by media makers, philanthropies and organizations. Our methods include performing cultural audits, a key tool for organizations interested in social change. 
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.