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    • MISSION
    • OUR TEAM
    • WHAT WE DO
    • FELLOWS & PARTNERS
  • PROJECTS
    • AFRICA NARRATIVE
    • ACTION CAMPAIGNS
    • CHARITABLE GIVING ON TV
    • FILM DIPLOMACY
    • IDEOLOGY & ENTERTAINMENT
    • IMMIGRATION ON TV
    • JOURNALISM STUDIES >
      • VIRTUAL REALITY
  • PUBLICATIONS
    • Are You What You Watch?
    • Africa in the Media
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    • METRICS GUIDES FOR JOURNALISTS
    • VIRTUAL REALITY
  • BLOG
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What is offline impact?

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“Offline impact” includes the critical signals of impact that often don't get counted when the focus is on digital audience data. Examples of offline impact could be a letter from a viewer, a mention in a news article, or a screening by a lawmaker. 

In order to generate a systematic recording of offline impact, we have proposed a classification system, or a typology, which may feel constrictive, but the advantage is that it allows filmmakers to present clear evidence that their film has
  • had an impact on individual viewers. 
  • affected groups or organizations that utilized the film. 
  • made advances toward, or achieved, structural change in a society.


The system outlined here will allow users to categorize these singular instances of impact in a structured way so that filmmakers and organizations can better measure the impact of their work, set benchmarks, compare data and share best practices. 

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



Jump to section:
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.