ReFraming Food: Changing the Story for Justice



Growing Food & Justice for All
Milwaukee, WI
September 19, 2008
Power Over




Physical/Psychological    Narrative /Mythological
Narrative Power Analysis
 Examining Dominant Stories in US Culture

 Power shapes Point of View of the story

 Stories ...
Welfare Queen




      GILLIAM ALTERED THE RACE OF THE WOMAN
      PORTRAYED IN A WELFARE REFORM TV STORY TO
      TEST V...
“Loots”   “Finds”
Elements of Story/Story-Based Strategy

   Frames the Conflict
      Draws our attention to particular details of the sto...
Illegal Aliens
Changing the Story…
Many campaigns are a Struggle
for “Whose Story?”




         Amplifying the Voices of those most directly affected
Show Don’t Tell




                  vs.
Foreshadowing


Foreshadowing Vision
Show Don’t Tell
Story-Based Strategy


 Frames/Reframes the Narrative

 Amplifies Voices of Characters

 Engages Peoples Values

 Show ...
Alliance Building + Analysis



Mobilize           story           Amplify


               Organize
www.smartmeme.org
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
ReFraming Food, Changing th Story for Justice
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ReFraming Food, Changing th Story for Justice

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http://www.smartmeme.org - from a workshop at the Growing Food and Justice For All gathering September 2008

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ReFraming Food, Changing th Story for Justice

  1. 1. ReFraming Food: Changing the Story for Justice Growing Food & Justice for All Milwaukee, WI September 19, 2008
  2. 2. Power Over Physical/Psychological Narrative /Mythological
  3. 3. Narrative Power Analysis  Examining Dominant Stories in US Culture  Power shapes Point of View of the story  Stories can Normalize Power/Universalize Experience Changing Stories: not what people don’t know, but what they do know =FILTERS
  4. 4. Welfare Queen GILLIAM ALTERED THE RACE OF THE WOMAN PORTRAYED IN A WELFARE REFORM TV STORY TO TEST VIEWERS' PERCEPTIONS OF GENDER AND RACE.
  5. 5. “Loots” “Finds”
  6. 6. Elements of Story/Story-Based Strategy  Frames the Conflict Draws our attention to particular details of the story and avoids others outside the frame  Amplifies the Voices of Characters Stories speak to us through relevant Spokespeople Hero/Victim/Villian  Show Don’t Tell -- Engage Values Stress stories, images, 5 senses, values (over data)  Foreshadowing --Shows the Future/Offers Vision People will only go someplace that they have first been to in their minds Challenges underlying assumptions
  7. 7. Illegal Aliens
  8. 8. Changing the Story…
  9. 9. Many campaigns are a Struggle for “Whose Story?” Amplifying the Voices of those most directly affected
  10. 10. Show Don’t Tell vs.
  11. 11. Foreshadowing Foreshadowing Vision Show Don’t Tell
  12. 12. Story-Based Strategy  Frames/Reframes the Narrative  Amplifies Voices of Characters  Engages Peoples Values  Show Don’t Tell (Images, Symbols, Pop Culture Icons)  Foreshadowing the Future Challenging underlying assumptions
  13. 13. Alliance Building + Analysis Mobilize story Amplify Organize
  14. 14. www.smartmeme.org

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