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Story-based StrategyHarnessing the Power of Narrative for Change Advanced Practitioner’s Pre-Training Webinar May 2011
We are made of stories                  Truth vs. Meaning    The currency of narrative is not truth, it is meaning
Narrativenarrative (from the Proto-Indo-European root gn -, toknow): a story or account of events, sequenced overtime and ...
NARRATIVE ANALYSIS OF    POWER    STORY-BASED  STRATEGY
Consent Theory of PowerNarrative Power Analysis
Narrative Power Analysis Changing the Stories: not what people  don’t know, but what they do know =FILTERS Examining Dom...
Frame:“schemata of interpretation”(Goffman, 1974)    Frame-alignment: a process to explain    social movement theory    (S...
Frame:The larger story that shapes understanding ofinformation, experiences, and messages; the structureand boundaries of ...
“Loots”   “Finds”
Meme“A unit of self replicating cultural information”Contagious ideas, stories, images, and rituals that spread from imagi...
Elements of Story Conflict Characters Imagery/Show Don’t Tell Foreshadowing Underlying Assumptions
AudienceWho are you trying to talk to?What do they value?What do you want them to do?How do they get their information?
Story-Based Strategy                       The “shadow” audience                       Creating the fishbowl
Reframing Jobs vs. Environment
Characters Which characters are in the frame? Which aren’t?
Foreshadowing  Framing with Vision
Design: Framing Narrative     ELMER     HERE
Meme Campaign
Challenging Assumptions
Points of Intervention
Points of Intervention
Point of Assumption                                         War                                          or               ...
Interventions: Re-Framing        Disrupting your Opponent’s Frame
Re-Purposing Existing NarrativesUsing Pop Culture
Encapsulate Frame as Meme
Reframe/Build AlliancesMobilize         story         Amplify              Organize
Story-based Strategy  In order to achieve deep  institutional change, we must shift  meaning in the dominant culture
Story-based Strategy  In order to achieve deep  institutional change, we must shift  meaning in the dominant culture  Cult...
Story-based Strategy   In order to achieve deep   institutional change, we must shift   meaning in the dominant culture   ...
Story-based Strategy   In order to achieve deep   institutional change, we must shift   meaning in the dominant culture   ...
A call to innovation…  o Facing the Slow-Motion    Apocalypse  o Harnessing psychic breaks  o Towards Ecological Justice…
www.smartMeme.org
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
Practitioners
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Practitioners

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Transcript of "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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