Publications.

​Research reports, case studies and how-to's on media metrics
AFRICA IN THE MEDIA
The inaugural research project, with an initial focus on measuring US media depictions of the continent and their impact on US attitudes and engagement with the region.

ARE YOU WHAT YOU WATCH? TRACKING THE POLITICAL DIVIDE THROUGH TV PREFERENCES
We polled some 3,000 Americans on their opinions about U.S. and world affairs as well as their favorite entertainment and news preferences.

CHANGE THE NARRATIVE, CHANGE THE WORLD
Our second study with Define American finds that TV shows with nuanced immigrant characters and storylines can shift attitudes and inspire real-life action--leading to inclusive attitudes towards immigrants and opposition to criminalizing undocumented people.

CHARITABLE GIVING IN THE MEDIA
This study analyzes the narratives about giving conveyed through mass media news and entertainment, as well as what types of media content are consumed by potential donor audiences. The research was funded by the Bill & Melinda Gates Foundation.

DOES MEDIUM MATTER? EXPLORING THE ROLE OF VIRTUAL REALITY IN JOURNALISM
This report presents the results of two studies examining audience impacts of two virtual reality experiences created by FRONTLINE and Emblematic Group.

HOW TRUMP'S SH*THOLE REMARK AFFECTED PUBLIC SENTIMENT
An analysis of Twitter sentiment in the wake of news reports that President Trump had characterized some African nations as “shithole countries.”

IMMIGRATION NATION: EXPLORING IMMIGRANT PORTRAYALS ON TV
Exploring findings from a content analysis of popular television shows to determine how often and in what ways immigrant characters are depicted. A partnership with Define American and The Hollywood Reporter.

NORMALIZING INJUSTICE
An effort with the advocacy organization Color of Change to study the depictions of the U.S. criminal justice system on American TV.

PRESSING FOR CHANGE
This report explores the role of action buttons in online news engagement.

STEM NEWS: IN THE LIVES OF EARLY CAREER ADULTS
A four-year collaboration with PBS Newshour to understand how U.S. early career adults engage with STEM (Science, Technology, Engineering, Math) news content.

THROUGH THE LOOKING GLASS
An experimental study of 360-degree video experienced through different lenses.

TIPSHEETS: MESSAGING FOR MEDIA IMPACT
Designed to help media makers optimize stories for impact with the help of social science.

MEASURING MEDIA IMPACT: AN OVERVIEW OF THE FIELD
The goal of this report is to provide a comprehensive overview and assessment of the approaches being employed in this formative period of assessing media impact, with a focus on what is termed here a social value perspective.

Case Studies.

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America Divided was a groundbreaking documentary series that features celebrities such as Common and Norman Lear exploring stories that are meaningful to them personally. Broadcast on EPIX, the series worked with civic groups to host screenings and promoted discourse that inspired action among viewers nationwide. Our report looks at how groups organized and acted after viewings. Read the case study.
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Women are underrepresented in newsrooms and are less likely to read political and international news, but when a newsroom closes the gender gap, does it result in a higher share of women in their audience?  Former Financial Times Engagement Strategist Alyssa Zeisler investigates the relationship between women's news production and consumption in this case study. Read the case study.  
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The Conrad N. Hilton Foundation’s grant to KCRW in 2015 gave the Los Angeles-based public radio station the means to expand their coverage of underserved and vulnerable populations in Southern California. As outside evaluators, our Media Impact Project examined the expanding influence and growth of KCRW’s programming. Over the course of a few years, KCRW reshaped its newsroom, increased their coverage, offered fresh perspectives on the issues, and connected with new audiences. Read the case study.

Metrics Guides for Journalists and their Funders.

How can we use data to trace connections from the stories that appear in print, online or in broadcast, to how members of the public consume, subscribe, amplify and contribute to the conversation?  Our UNDERSTANDING MEDIA METRICS series of publications can help media organizations understand digital measurement tools and the data they can provide to help illuminate parts of the process of media impact that occur online. 

Can Films Change Behavior?

The Norman Lear Center's Media Impact Project has developed an innovative new survey instrument that answers a question that has long preoccupied media researchers: Can films really change people’s behavior? Read our findings from a series of surveys on Participant Media properties that measured the impact of a film on viewers’ knowledge, beliefs and behavior.
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.