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What are the different kinds of offline impact?

Classification of Offline Impact Indicators

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Each example of offline impact falls into one of four categories: 

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Within all four categories there are three basic types of offline impact:

• Awareness: Exposure to the film led to increased awareness of an issue and possibly increased knowledge about it.

• Attitude: Exposure to the film led to a shift in attitude about the issue.

• Behavior: Exposure to the film led to a change in behavior.

Additionally, there are several subtypes of offline impact that are specific to each category and involve changes in awareness, attitudes and behaviors.  

Email questions and comments to media.impact@usc.edu.

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What is offline impact?
How do we measure offline impact?
What are the different kinds of offline impact?
How do we talk about offline impact?
Micro impact
Meso impact
Macro impact
Media impact

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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.