DisarmamentDual narrative dialog groupsTravel and visits to other side of conflict (Siraj Center, Outward Bound)Economic development for peacebuildingTV or radio Soap Operas for PeacebuildingCitizen journalism training programsNon-violent protest trainingConflict mapping
Technological convergence: the digitization of all media content; sound, images, and words, thus enabling them to flow seamlessly across platforms.Economic convergence: horizontal integration of various mediums, as the media industry controls interests in film, television, books, games, the web, music, real estate and countless other sectors. Thus resulting in the restructuring of cultural production around ‘synergies’ and thus the transmedia exploitation of branded propertiesSocial and Organic Convergence: consumers multi-tasking strategies for navigating the new information environment. It is the seamless use of many media and technological products simultaneously, each offering different genres, mediums and delivery technologies. i.e. watching TV, listening to music on a radio, using a word processer on a computer or writing an email, all at the same time, by one user. Global Convergence: The international circulation of media content which results in a cultural hybridity, brings new forms of identity and increased cosmopolitanism; such as feeling like a citizen in a “global village” Cultural Convergence: “the explosion of new forms of creativity at the intersections of various media technologies, industries and consumers. Media convergence fosters a new participatory folk culture by giving average people the tools to archive, annotate, appropriate and recirculate content.” Tapping into participatory culture can foster loyalty and in turn produce low cost consumer created content. Further it “encourages ‘transmedia storytelling’ which is the development of content across multiple channels and platforms.” In doing this storytellers will use each channel and platform to communicate different kinds and levels of narrative information, using each medium to do what it does best.
Conflict: SyriaProblem: In the midst of war women suffer under the same narratives as victims, weak, powerless. True and counter narrative: Women in Syria: initiators, supporters and sustainers of the non-violent revolution.In transition and democratic change women will not be given the space and chance to lead as they are now. This must start with creating a new paradigm that is easily understood and even “cool.” The new generation of Syrians need this new narrative desperately so history will not be repeated. The true stories of women in Syria is mostly unnoted and unreported in international news and therefore perpetuating the problem on a mass scaleAudience: youth orientedOnline: English speakers, western oriented, youth, users of social mediaOffline/on the ground: Women, youth, familiesGoal: reframe the narrative of Syrian women’s social value and capacity to lead. Online: English speakers, western oriented, youth, users of social mediaOffline/on the ground: Women, youth, familiesIntervention: Development of a Transmedia Storytelling project that creates new narratives: stories of triumph, trauma healing, leadership, peacebuilding, organizing, pain and triumph based on the stories of real women that interactively engage in telling their story in real time.
Peace For Sale: Transmedia Storytelling + Behavioral Change + Peacebuilding
and Social Marketing
PEACE 4 Sale
Conflict Analysis and Formative Rese
• What are the causes of conflict (Factors/Actors/Dynamics)
• How does change happen in this specific conflict context?
• What are we trying to change?
• What actions could contribute to changing the behaviors of groups or individuals?
• What will be the purpose, scope and focus of intervention?
• What level of change will we seek? Individual? Interpersonal? Community (public
• What is the problem the program will address?
• What is the context in which the problem exists?
• Who will be our target audience?
• What does the target audience think or behave as related to the problem?
• What does the target audience want in exchange for adopting this new behavior?
• What role does the target audience play in the conflict?
• How much power do they have to change the situation?
• What is the best strategy to reach the targeted audience?
• What do we want the target audience to know? believe? Feel? Do?
• Which messages and materials work best?
• What is the best intervention (marketing) mix to solve the problem?
FORCE FIELD ANALYSIS + POSITIVE NEGATIVE
• Segment Size: are there enough people in a segment to comprise a useful market
• Problem incidence: Are there higher rates of the problem or risky behavior in
• Problem severity: Are the consequences of problems more severe in some
• Defenselessness: are the members of the segment able to take care of the
problem themselves (self-efficacy)
• or do they need outside help?
• Reachability: Are some segments harder to reach because they are more difficult
to find or require more
• costly methods?
• General responsiveness: Are some segments more ready, willing and able to
respond to the program than others?
• Incremental Costs: How much more will it cost in money and effort to reach
additional segments? Is it worth it?
• Responsiveness to marketing mix: Will some segments respond differently to
particular intervention mixes,
• are there elements that require different strategies?
• Do groups vary in the amount of resources available to them?
• Organizational capacity: Does your organization have the expertise to create and
deliver differentiated strategies for different groups?
SECONDARY CONFLICT CONSUMER
• What are the most influence over the behavior of primary conflict consumer?
• How do they exert that influence?
• What benefits would the secondary audience receive from serving as a program
• What might be the barriers to involving them in the program?
• What are the secondary audiences’ own knowledge, attitudes, and behaviors related
to the problem?
What is the Change we want to
• Knowledge is what people in the target society know be true based on
cognitive rather than emotional responses.
• Attitudes are what a people in the target society believe. These are often
the reasons why certain knowledge is deemed important or why people
engage in certain behaviors.
• Behaviors are what people in the target society do. Behavior is knowledge
and attitudes made
What do we want the audience to KNOW? Feel (believer) or do?
Understanding the target audience – participatory Story Banking
Behavioral Change Theories
THEORY OF PLANNED BEHAVIOR
• Attitude behind the behavior: what the
individual believes about likely
positive or negative consequences of
the behavior and if they are important.
• Subjective norms associated with the
behavior: the individuals belief
regarding what significant people in
his or her life think about the behavior
and how much he wants to meet
• Perceived behavioral control: The
individuals perception of the strength
of external factors that make it easier
or more difficult to carry out the
Diffusion of Innovation
Decisions are usually not authoritative or collective,
thus each member of the social system faces his/her own innovation-decision
that follows a five-step process:
• Knowledge: person becomes aware of an innovation and has some idea of how it
• Persuasion: person forms a favorable or unfavorable attitude toward the innovation.
• Decision – person engages in activities that lead to a choice to adopt or reject the
• Implementation: person puts an innovation into use,
• Confirmation – person evaluates the results of an innovation-decision already made.
• Early adopters are drawn by the products intrinsic value.
• Early majority perceive the spread of a product and decide to go along with it, out of
their need to match and imitate.
• Late majority jump on the bandwagon after realizing that “most” are doing it.
• Laggards finally follow suit as the product attains popularity and broad acceptance.
Stages of Change Theory
• Support repetition of positive reinforcements to behavior
• Troubleshoot strategy plan if relapse occurs
• Deliver on incentives or disincentives
• support small steps towards change
• Help find new reinforcers of positive change
• Encourage/facilitate/supply social support for action
• Engage commitment thru incentives or disincentives
• Promote and support ownership of behavioral change
• Negotiate handles
• Values vs. actions (cognitive/emotional dissonance)
• Support process
• Minimize costs/ maximize benefits
• Creative problem solving
• Building trust
• Not a communications Campaign -
Rather, information dissemination and
persuasion to change behavior.
• A framework of communication, which uses
the many methods and channels of
communication to influence behavior change.
• Social marketing is a theory, and a practice –
it is at the the intersection of strategic
planning, social theory, communications and
Social marketing’s aim is to sell
social change as a product in
the same way a commercial
marketer would sell a
commercial good or service.
STRATEGY DEVELOPMENT: THE Marketing Matrix
• Core: benefit to
target market of
• Actual: desired
the knowledge, attitude and
peaceful behaviors to be
adopted, or the tangible
goods and services that
support and facilitate the
desired peaceful behavioral
change (Kotler & Lee,2008)
Most peacebuilding interventions only offer augmented products: leaving
The user unprepared to continue the behavior.
Communication Channels: where and when your messages
will appear, distinct, of course, from distribution channels
Creative Strategy: what will you actually say and show and
how will you want to say it?
Messengers: Who will deliver your messages or be perceived
to be sponsoring or supporting the effort.
Messages: What you want to communicate inspired by what
you want your target audience to do, know or believe.
• Simple: one idea at a time
Unexpected: message that stick will be surprising and counter intuitive
• Concrete: messages should be readily comprehensible to the human
mind. Instead of statistics, abstract ideas or theoretical metaphors
instead use things that can be examined by the human senses;
sight, touch, hearing, taste.
• Credible: sources of influence that will be believed and received by the
conflict consumer is vital.
• Emotional: messages that sticks are ones that people care about.
• Stories: In order to leverage “ suspense and surprise, arouse
curiosity, portray vivid concrete detail and present human characters
about whom you're your audience can care emotionally, you need to tell
a story. Stories allow audiences to participate in the creation of
meaning, seemingly arriving at their own conclusions which have greater
credibility and power than any voice of authority in the modern world”
digitization of all media
horizontal integration of
Social and Organic
seamless use of many
cultural hybridity in
as feeling like a citizen
in a “global village”
“the explosion of new
forms of creativity at the
of various media
TRANSMEDIA STORYTELLING FOR PEACE
To use multi media platforms for narrative design and story around a conflict and
Multi- medium and channel tells a different aspect of the narrative.
• PLOT: Back story: The story is always amplified but never changed.
• Participatory: Crowdsourced content: audience feedback and content is added and
often adds layers to the story.
• curated content that is related to the issue or focuses on the same main characters in
• Drives the peacebuilding objective forward
• The peacebuilding perspective and narrative continues as the conflict is transformed
or as the objective is achieved.
• Augmented reality and real-time events with the characters or real persona’s in the
story or can carry the story and change the direction (but not the message)
*Role:content creator and digital strategy for
Center for Civil Society and Democracy in Syria
from,Syria and around
the world,shared on