Science and Evaluation of Media Impact: Resources

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

Ask the Evaluator!

HOW DO WE KNOW...IF WHEELBARROWS WORK? In this series from Active Voice Lab! that explores real-world assessment of recent media projects, Johanna Blakley, PhD, elaborates on how media researchers figure out what kind of impact a fictional film has had on viewers’ awareness, knowledge, attitudes or behavior?

Read her blog post.
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.