Grassroots Intl

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  • This film by researchers Heider & Simmel (1944) simply portrays geometric objects moving around a 2D plane, but people will usually describe the film in anthropomorphic terms, i.e., as as [sic] the social interactions of three human-like characters who posses [sic] personalities, emotions, and intentions.
  • Find the hidden tiger -- decoding, showing what’s hidden in plain sight, take another look
  • 2 different types of social change narrative based on audience Story of the battle = mobilizing story. Reaching people who already agree with you and share your assumptions but need to be activated. Battle of the Story = persuasion story. Framing the issue -- must overcome people existing narrative filters to show them WHY it is happening and how it is relevant to them.
  • Grassroots Intl

    1. 1. Story-Based Strategy : Amplifying the Impact of Grassroots Organizing Grassroots International October 22, 2009 Boston, MA
    2. 2. PART I: Framing (15 mins)
    3. 7. We are made of stories Stories help reinforce meaning and values in a culture. Symbols help recall stories. People don’t just tell stories. S tories tell people who we are, how to live...
    4. 8. Frame: “ schemata of interpretation” (Goffman, 1974) Frame-alignment : a process to explain social movement theory (Snow & Benford, 1988) Core framing-tasks: 1. Diagnostic framing for the identification of a problem and assignment of blame 2. Prognostic framing to suggest solutions , strategies, and tactics to a problem 3. Motivational framing that serves as a call to arms or rationale for action
    5. 9. Metaphors We Live By (1980) "Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature." Embodied Mind almost all of human cognition, up through the most abstract reasoning, depends on and makes use of such concrete and "low-level" facilities as the sensorimotor system and the emotions. Cognitive Science: "We are neural beings…” Meta-Metaphor: Strict Father/Nurturant Parent
    6. 12. <ul><li>Elements of Story </li></ul><ul><li>Conflict </li></ul><ul><li>Characters </li></ul><ul><li>Show Don’t Tell Images & Symbols </li></ul><ul><li>Foreshadowing </li></ul><ul><li>(Underlying Assumptions) </li></ul>
    7. 13. Frame: The larger story that shapes understanding of information, experiences, and messages; the structure and boundaries of a narrative that defines point-of-view and power. Frames operate is pre-existing narrative lenses in our minds.
    8. 14. PART II: Narrative Power Analysis, Memes & Control Memes (20 Mins)
    9. 16. NARRATIVE ANALYSIS OF POWER STORY-BASED STRATEGY
    10. 17. EXTERNAL Physical/Economic INTERNAL Narrative/Ideological Power Over
    11. 18. <ul><li>Narrative Power Analysis </li></ul><ul><li>Changing the Stories: not what people </li></ul><ul><li>don’t know, but what they do know =FILTERS </li></ul><ul><li>Examining Dominant Stories/Origin Myths in US Culture </li></ul><ul><li>Power shapes Point of View of the story </li></ul><ul><li>Stories can Normalize Power/Universalize </li></ul><ul><li>Experience </li></ul>
    12. 20. Meme “ A unit of self replicating cultural information” Contagious ideas, stories, images, and rituals that spread from imagination to imagination, generation to generation, shaping and shifting human cultures… a capsule for a story to spread…
    13. 21. “ Loots” “ Finds”
    14. 22. Illegal Aliens
    15. 23. Changing the Story…
    16. 26. Memes: Resource Rights Food Sovereignty Global Justice Social Movements ?
    17. 27. Positioning
    18. 38. <ul><li>Winning the Battle of the Story </li></ul><ul><ul><li>Frame the Conflict </li></ul></ul><ul><ul><li>Draws our attention to particular details of the story </li></ul></ul><ul><ul><li> and avoids others outside the frame </li></ul></ul><ul><ul><li>Amplifies the Voices of Impacted Characters Stories speak to us through relevant Spokespeople </li></ul></ul><ul><ul><li>Show Don’t Tell -- Engage Peoples Values </li></ul></ul><ul><ul><li>A good story emphasizes values and imagery over data </li></ul></ul><ul><ul><li>Foreshadowing --Shows the Future/Offer Vision </li></ul></ul><ul><ul><li>People will only go someplace that they have first been to in their minds </li></ul></ul><ul><li>Challenges & Changes Underlying Assumptions </li></ul>
    19. 41. Audience Who are you trying to talk to? What do they value? What do you want them to do? How do they get their information?
    20. 42. Story of the Battle or Battle of the Story? <ul><li>Can be limiting frame. </li></ul><ul><li>WHAT trumps WHY. </li></ul><ul><li>Mobilizes choir,doesn’t </li></ul><ul><li>organize congregation. </li></ul>
    21. 43. <ul><li>Winning the Battle of the Story </li></ul><ul><ul><li>Frame the Conflict </li></ul></ul><ul><ul><li>Draws our attention to particular details of the story </li></ul></ul><ul><ul><li> and avoids others outside the frame </li></ul></ul><ul><ul><li>Amplifies the Voices of Impacted Characters Stories speak to us through relevant Spokespeople </li></ul></ul><ul><ul><li>Show Don’t Tell -- Engage Peoples Values </li></ul></ul><ul><ul><li>A good story emphasizes values and imagery over data </li></ul></ul><ul><ul><li>Foreshadowing --Shows the Future/Offer Vision </li></ul></ul><ul><ul><li>People will only go someplace that they have first been to in their minds </li></ul></ul><ul><li>Challenges & Changes Underlying Assumptions </li></ul>
    22. 44. <ul><li>Elements of Story </li></ul><ul><li>Conflict </li></ul><ul><li>Characters </li></ul><ul><li>Show Don’t Tell Images & Symbols </li></ul><ul><li>Foreshadowing </li></ul><ul><li>(Underlying Assumptions) </li></ul>
    23. 45. Framing the Conflict
    24. 46. Characters Who speaks for those most directly affected?
    25. 47. Images/Show Don’t Tell
    26. 48. Foreshadowing: Sets New Narratives into Motion
    27. 50. Challenging Underlying Assumptions
    28. 52. Design: Campaign Narrative ELMER HERE
    29. 53. Meme Campaign
    30. 55. Action Logic: World Bank on eBay
    31. 56. Action Logic: Capitol Climate Action
    32. 57. Encapsulating Story as Meme
    33. 58. <ul><li>Story-Based Strategy </li></ul><ul><li>Frames/Reframes the Narrative </li></ul><ul><li>Amplifies Voices of Sympathetic Characters </li></ul><ul><li>Engages Peoples Values </li></ul><ul><li>Show Don’t Tell (Images, Symbols, Pop Culture Icons) </li></ul><ul><li>Foreshadowing the Future We Want </li></ul><ul><li>Challenging Underlying Assumptions </li></ul>
    34. 59. story Amplify Deepen Analysis/Connect Mobilize Organize
    35. 60. www.smartmeme.org

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