About the Media Research Lab

The Media Research Lab is an academic research unit designed to conduct social science research exploring strategic, social, and technological issues involving the mass media. Using a multidisciplinary approach, faculty and staff investigate both theoretical and applied knowledge while offering educational opportunities for students at The University of Texas.

The mass media has incontrovertibly undergone a transformation during the past twenty-five years. During this time, we have seen the emergence of new media, the proliferation of thousands of vehicles, and the alteration of how users consume media. As a result, it is our belief that these changes represent an opportunity to conduct innovative research designed to address the most pressing issues facing the media today.

Directed by Terry Daugherty, the Lab maintains a physical research space as well as a virtual consumer online panel and is supported by the Department of Advertising in the College of Communication.