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Presentation for theBusiness Ethics NetworkJanuary 27th, 2009
NARRATIVE ANALYSIS OF
POWER
STORY-BASED
STRATEGYSTRATEGY
We are made of stories
Stories help reinforce meaning and values in a culture.
Symbols help recall stories.
People don’t just tell stories. Stories tell people who we are, how to live...
Narrative Power Analysis
Changing the Stories: not what people don’t know, but what they do know =FILTERS
Examining Dominant Stories in US Culture
Power shapes Point of View of the story
Stories can Normalize Power/Universalize Experience/Invisibilize Oppression
\
Meme“A unit of self replicating cultural information”
Contagious ideas, stories, images, and rituals that spread fromimagination to imagination, generation to generation, shaping andshifting human cultures…
A capsule for a story to spread
Story of the Battle or Battle of the Story?
Mobilization is NOT the same as Persuasion
The Battle of the Story:
Frames the Conflict (Draws our attention to particular details of the story
and avoids others outside the frame)
Amplifies the Voices of Sympathetic Characters(Stories speak to us through relevant Spokespeople)
Show Don’t Tell -- Engage Peoples Values (Stress stories/values over data)
Foreshadowing --Shows the Future/Offer Vision (People will only go someplace that they have firstbeen to in their minds)
Targets and shifts underlying assumptions
Story-Based Strategy
Framing the issue as a clash of values
Many campaigns are a Strugglefor “Whose Story?”
Amplifying the Voices of those most directly affected
Show Don’t Tell
Campaign Memes
Using Popular Culture
Show Don’t Tell
Story-Based Strategy
Foreshadowing Victories
story Amplify
Alliance Building + Analysis
Mobilize
Organize
production
consumption
decision
destruction Points of intervention
production
consumption
decision
destruction Points of intervention
Point of AssumptionPoint of Assumption
Action at the Point of Assumption
Showing Alternatives
Action at the Point of Assumption
Reframe Debates
Action at the Point ofAssumption
Subverting spectacles
Re-Purposing Existing Narratives
Using Pop(ular) Culture
Making the Invisible Visible
Action at the Point ofAssumption
War
versus
Occupation
Facing the Slow MotionApocalypse
A call to innovation…
InnovatesRe:Imagining Change
CollaboratesPartnershipInterventions @ Intersections
AmplifiesConsulting and capacity building
ConvenesGathering leaders Community of Practice
smartMeme…
www.smartmeme.org
