Erica Rosenthal is the director of research at the USC Norman Lear Center. Her passion is for understanding how and why stories  ̶  particularly in media and entertainment  ̶  are so effective at challenging preconceptions, moving people to action, and generating lasting culture change. She oversees a portfolio of research focused on the content, audiences, and impact of media narratives addressing a wide range of health and social issues. She has more than 20 years of experience evaluating the impact of communication initiatives and a PhD in applied social psychology.

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