Practitioners

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Presentation for smartMeme Advanced Training pre-webinar

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Practitioners

  1. 1. Story-based StrategyHarnessing the Power of Narrative for Change Advanced Practitioner’s Pre-Training Webinar May 2011
  2. 2. We are made of stories Truth vs. Meaning The currency of narrative is not truth, it is meaning
  3. 3. Narrativenarrative (from the Proto-Indo-European root gn -, toknow): a story or account of events, sequenced overtime and space; a fundamental cognitive structuringprocess for the human mind to make meaning andrelate with the world.
  4. 4. NARRATIVE ANALYSIS OF POWER STORY-BASED STRATEGY
  5. 5. Consent Theory of PowerNarrative Power Analysis
  6. 6. 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
  7. 7. 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
  8. 8. Frame:The larger story that shapes understanding ofinformation, experiences, and messages; the structureand boundaries of a narrative that defines point-of-viewand power. Frames operate as pre-existing narrativelenses in our minds.
  9. 9. “Loots” “Finds”
  10. 10. Meme“A unit of self replicating cultural information”Contagious ideas, stories, images, and rituals that spread from imaginationto imagination, generation to generation, shaping and shifting human cultures… a capsule for a story to spread…
  11. 11. Elements of Story Conflict Characters Imagery/Show Don’t Tell Foreshadowing Underlying Assumptions
  12. 12. AudienceWho are you trying to talk to?What do they value?What do you want them to do?How do they get their information?
  13. 13. Story-Based Strategy The “shadow” audience Creating the fishbowl
  14. 14. Reframing Jobs vs. Environment
  15. 15. Characters Which characters are in the frame? Which aren’t?
  16. 16. Foreshadowing Framing with Vision
  17. 17. Design: Framing Narrative ELMER HERE
  18. 18. Meme Campaign
  19. 19. Challenging Assumptions
  20. 20. Points of Intervention
  21. 21. Points of Intervention
  22. 22. Point of Assumption War or Occupation? Making the Invisible Visible
  23. 23. Interventions: Re-Framing Disrupting your Opponent’s Frame
  24. 24. Re-Purposing Existing NarrativesUsing Pop Culture
  25. 25. Encapsulate Frame as Meme
  26. 26. Reframe/Build AlliancesMobilize story Amplify Organize
  27. 27. Story-based Strategy In order to achieve deep institutional change, we must shift meaning in the dominant culture
  28. 28. Story-based Strategy In order to achieve deep institutional change, we must shift meaning in the dominant culture Culture is made of stories & memes
  29. 29. Story-based Strategy In order to achieve deep institutional change, we must shift meaning in the dominant culture Culture is made of stories & memes Stories are founded on assumptions
  30. 30. Story-based Strategy In order to achieve deep institutional change, we must shift meaning in the dominant culture Culture is made of stories & memes Stories are founded on assumptions Intervention in stories can shift assumptions -- and contest dominant culture -- to help achieve fundamental change.
  31. 31. A call to innovation… o Facing the Slow-Motion Apocalypse o Harnessing psychic breaks o Towards Ecological Justice…
  32. 32. www.smartMeme.org

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