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Exploring the power of the media
              as it influences our increasingly mediated society
Journalists, iReporters, advertisers, bloggers, TV writers, PR professionals, and social media entrepreneurs spend countless hours crafting messages for public consumption.  But are these messages being heard?  Do they really influence the way people think and act?   

Social media buffs, iReporters, concerned citizens, and fans spend hours responding to stories and posting opinions on corporate Web sites, Twitter, and other social media Web sites.  Are their opinions being taken into consideration in corporate and government decision making?  

The Jimirro Center for the Study of Media Influence is part of Penn State University's College of Communications and is dedicated to supporting academic research exploring questions about the power of the media in shaping public attitudes and actions.  Founded in 2003, The Center is dedicated to exploring the relationship between mass media and the public and how the media shape public opinion.

Our goal is to undertake credible, objective opinion research and share results with journalists, government agencies, and others in the academic community. 

We hope that you will use The Jimirro Center as the first point of contact for questions about media influence in today's changing media-user environment.
Millennials Support the Idea of a New Political Party in America and Report Political Advertising Has Little Influence on their Vote 
Sept. 26, 2015--Over half (52%) of the millennials surveyed at Penn State report that the U.S. needs a new political party on the ticket ballot by 2016.                                                                                               Neither Republicans nor Democrats are making a hit with millennial voters despite their help in electing Barack Obama to the White House. The results of this ongoing survey of millennials’ political beliefs is part of the Jimirro Center's annual political pulse survey. 

Disillusionment with the government and the news media covering government activities continue to grow among Americans especially Americans under 25 with 29 percent of millennials reporting they had not heard or read any news in the last 24 hours. That compares with one in five Americans (17%) regardless of age according to a Pew Research Center study conducted in 2012.                                  

Eight out of 10 (80 percent) Penn State students report that the most important problems facing college students today are the economy, unemployment, and the cost of a college degree. 

Although 72 percent of those students agreed that in an election, their vote makes a difference, 71 percent don’t believe they have a real say in what the U.S. government does. These figures reflect what has been defined as a growing sense of alienation among older millennials who voted for President Obama.  For more information, see the link below.
Jim Jimirro