USC Annenberg Norman Lear Center Media Impact Project
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USC Annenberg Norman Lear Center Media Impact Project Details
The Media Impact Project is a hub for collecting, developing and sharing approaches for measuring the impact of media. Based at the USC Annenberg Norman Lear Center, we seek to better understand the role that media plays in changing knowledge, attitudes and behavior among individuals and communities.Despite advances in big data, elementary metrics such as page views, circulation, television ratings and followers are still commonly used to assess audience engagement and changes in individual perceptions and behaviors. Our role is to bring together the many people and organizations that are tackling the same issues and questions.Media is constantly evolving, so we aim to foster exploration, experimentation, and especially, transparency. The ways people engage with media are many, varied and complex. We hope to bring some clarity to this complex, exciting new media environment.
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