Assessing Impact of Media

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What is in a Number? Thinking About the Participant Index and the Recent New York Times Article Announcing Its Launch

Patricia Finneran reflects upon the Participant Index, urging mediamakers and evaluators not to “confuse media impact in the form of audience response––especially the highly measurable clicks, shares, likes and even donations––with long-term impact and real social change.” She writes, “Measuring the impact of social change media requires multiple tools, often customized to the issue, the type of change that is sought, and the intended audience of change-makers (which may not be the general film-going public.)”

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