For decades, audience exposure to media was how media performance was measured in the commercial marketplace. Recently, the concept of audience engagement has eclipsed exposure. What does engagement mean, and how is it measured? For media initiatives with social, civic and cultural missions – which conceive of audiences as citizens, not just consumers – how might measures of engagement be adapted to measure impact? The talk launches the Measuring Media Impact and Engagement series sponsored by USC Annenberg’s Norman Lear Center.
PHILIP M. NAPOLI , who has testified before Congress and the FCC on media policy issues, is a professor of communication and media management in the Graduate School of Business at Fordham University. His books include Audience Evolution: New Technologies and the Transformation of Media Audiences
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