What can media accomplish? What can it affect? These are questions funders often ask. Restating those questions from an evaluation perspective translates to: how can one measure the impact of media? To understand how to measure media, we must first understand the strategy behind media.
- Draws attention to issues.
- Improves understanding of issues and possible solutions.
- Inspires people to care.
- Motivates people to do something.
- Connects people with solutions.
I previously spoke to these, diagramming the flow of media effect, where people move through various different states from awareness to action. Looking at the model, it is easy to think that one piece of content can affect change.
However, it is rare that just one exposure to one piece of content affects change; rather it is the sum of multiple experiences – a subset of which is content. Savvy media professionals take into account the environmental factors in the development and distribution of their content, building on what is available, constructing multiple pieces of content for distribution, and developing a campaign for that distribution to affect their target audiences.
During the 2016 Olympic Games in Rio, Continue reading