The Battle of the Story
Story-Based Strategy Approaches to Framing & Messaging



College of the Siskiyous Feb 25, 2010
Pr...
NARRATIVE ANALYSIS OF

    POWER
    STORY-BASED

  STRATEGY
Narrative Power Analysis
 Changing the Stories: not what people
  don’t know, but what they do know =FILTERS

 Examining...
Meme
“A unit of self replicating cultural information”

Contagious ideas, stories, images, and rituals that spread from
im...
“Loots”   “Finds”
Elements of a Story-Based Strategy
 Frames the Conflict
      Draws our attention to particular details of the story
     ...
Story of the Battle or Battle of the Story?
            Mobilization vs. Persuasion




                                  ...
Audience

Who are you trying to talk to?

What do they assume?

What do they value?

What do you want them to do?

How do ...
Framing the Conflict




  Framing the issue as a
   clash of values
Characters




Who speaks for the
most impacted?
Show Don’t Tell

    Engages Values

    Campaign Memes

    Tailoring the Message
    for the Target
Foreshadowing


  Framing with Vision
Interventions




                                         War
                                          or
              ...
Encapsulate Frame as Meme
Deepen Analysis/Connect


Mobilize          story       Amplify


               Organize
Story-Based Strategy


 Frames/Reframes the Narrative

 Amplifies Voices of Characters

 Engages Values

 Show Don’t Te...
A call to innovation…
www.smartMeme.org/book
Smart Meme Siskiyous College
Smart Meme Siskiyous College
Smart Meme Siskiyous College
Smart Meme Siskiyous College
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Smart Meme Siskiyous College

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Overview of the story-based strategy approach as outlined in the new book from smartMeme Re:Imaging Change (PM Press March 2010)

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Smart Meme Siskiyous College

  1. 1. The Battle of the Story Story-Based Strategy Approaches to Framing & Messaging College of the Siskiyous Feb 25, 2010 Presented by Patrick Reinsborough SmartMeme Strategy & Training Project www.smartMeme.org
  2. 2. NARRATIVE ANALYSIS OF POWER STORY-BASED STRATEGY
  3. 3. 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
  4. 4. 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…
  5. 5. “Loots” “Finds”
  6. 6. Elements of a 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 Impacted Characters Stories speak to us through relevant Spokespeople  Show Don’t Tell -- Engage Peoples Values A good story emphasizes values and imagery over data  Foreshadowing --Shows the Future/Offer Vision People will only go someplace that they have first been to in their minds  Challenges Assumptions Makes the invisible visible Changes the Story
  7. 7. Story of the Battle or Battle of the Story? Mobilization vs. Persuasion • Can be limiting frame • What trumps Why •Mobilizes choir,doesn’t organize congregation.
  8. 8. Audience Who are you trying to talk to? What do they assume? What do they value? What do you want them to do? How do they get their information?
  9. 9. Framing the Conflict Framing the issue as a clash of values
  10. 10. Characters Who speaks for the most impacted?
  11. 11. Show Don’t Tell Engages Values Campaign Memes Tailoring the Message for the Target
  12. 12. Foreshadowing Framing with Vision
  13. 13. Interventions War or Occupation? Making the Invisible Visible
  14. 14. Encapsulate Frame as Meme
  15. 15. Deepen Analysis/Connect Mobilize story Amplify Organize
  16. 16. Story-Based Strategy  Frames/Reframes the Narrative  Amplifies Voices of Characters  Engages Values  Show Don’t Tell (Uses Images, Symbols, Memes)  Foreshadows Vision  Challenges Assumptions
  17. 17. A call to innovation…
  18. 18. www.smartMeme.org/book

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