The Science of Influence through Entertainment
HI Completes Evaluation of MTV’s (DIS)CONNECTED
Harmony Institute (HI) has completed its six-month evaluation of MTV’s original film (DIS)CONNECTED, the centerpiece of the network’s A THIN LINE campaign aimed at combating digital abuse and empowering young people. HI’s research, commissioned by MTV in 2011, measures the influence of (DIS)CONNECTED on teen and young adult audiences nationwide. HI partnered with leading social media analysis platform Crimson Hexagon to offer MTV insights into online viewer sentiment, one aspect of HI’s multi-method research approach.
The results of the study were presented to MTV in an internal report that details how (DIS)CONNECTED engaged target audiences through relatable, realistic characters, and a narrative that seamlessly integrated digital issues. Furthermore, it explains likely changes in viewer attitudes and behaviors with regard to risky digital behavior.
To read the case study, click here.
HI Data Lab Update
Early 2012 saw the HI Lab launch serveral new projects. HI researchers have recently begun work on a study titled “Politics and TV in 3D.” The research pairs social analytics with a unique method of data visualization (courtesy of Graham Technology Fellow Clint Beharry) in an interactive representation of the relationship between preference in political candidates and TV-viewing habits.
In addition, the Lab has launched “Neural Correlates of Social TV,” a joint study with bioengineering researchers and faculty at Columbia University and the City College of New York. This research is evaluating neurological engagement in audiences of AMC’s The Walking Dead. By looking at the connection between brain activity, episode content and form, and related Twitter posts, the study explores the influence of television content on audience engagement and corresponding social media buzz.
Johnson and Karlin Publish in M/C Journal
This winter, HI Executive Director John S. Johnson and Junior Science Fellow Beth Karlin co-authored an article in M/C Journal, a peer-reviewed publication focusing on the analysis and critique of media and culture. Their article, “Measuring Impact: The Importance of Evaluation for Documentary Film Campaigns,” makes a strong case for using a social science lens to evaluate the influence of documentary film campaigns on the cultural landscape.
Work With Us: Research Analyst Position Open
HI is hiring! Are you interested in research, entertainment, and social issues? HI seeks a Research Analyst, responsible for conducting primary and secondary research, and synthesizing research findings into comprehensive and compelling reports that illustrate the impact of entertainment on today’s most social issues.
Please check our Career Opportunities page for more information and the full job posting.
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Since its founding in 2007, HI has organized numerous presentations on the power of entertainment for social change, furthered the conversation over net neutrality, and developed a methodology for measuring the impact and influence of entertainment on social issues. Please show your support for these projects, as well as the organization’s innovative mission, by sending a tax-deductible contribution today. To make a gift online, click here.