Storytelling for policy entrepreneurs
On 3 June 2022, I had the pleasure to host a lecture on Storytelling, narratives and connections for policy entrepreneurs at the School of Transnational Governance of the European University Institute. Nothing makes you more formidable than verbal competence, to be able to articulate and marshal your arguments. Get everything in order, get your information straight, to go to war with words. A number of authors interested in how to translate evidence into policy identify the importance of policy narrative and argue that advocates of scientific evidence need to tell good stories to grab the attention and appeal to the emotions of policymakers. Yet, this general call for better narratives is incomplete without concrete examples and evidence of their effectiveness. To ensure research findings are taken up into policy, scientists and social researchers need a sophisticated understanding of policymaker psychology and the role of factors such as group dynamics and the rules that people follow within organizations. While many policy studies take into account how and why people make decisions, individually and within the complex systems of government, few go a step further to offer advice on how those who wish to influence policy should act. There is a large body of grey literature that does focus on providing practical guidance for those seeking to ensure uptake of evidence into policy. This literature draws on a range of insights from the world of academia, but also from practical lessons gained from years of trial and error within the field of policy advocacy. I thank the School of Transnational Governance for giving me the opportunity to present my findings to some absolutely brilliant attendees from all over Europe.
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Storytelling for policy entrepreneurs
- 1. Storytelling, narratives and connections for policy entrepreneurs MARCO RICORDA 03 June 2022 School of Transnational Governance
- 2. Introduction I International Centre for Migration Policy Development - ICMPD President of the European Parliament Antonio Tajani MEP Guy Verhofstadt Joint Research Centre of the European Commission EU at Expo MIlano 2015 European Commission Bruegel TRAINER - MARCO RICORDA
- 3. Nothing makes you more formidable than verbal competence, to be able to articulate and marshal your arguments. Get everything in order, get your information straight, to go to war with words.
- 4. Table of Contents Research background Storytelling Connections Best practices Exercise I II III IV V 3 6 9 10 13 Page
- 5. Research Background I Why storytelling matters (probably more than you think)
- 6. Research Background I A STORY IS “one thing happens in consequence of another” Story consists of a collection of stories about characters joined in some common problem as fixers (heroes), causes (villains) or the harmed (victims) in a temporal trajectory (plot), leading towards resolution within a particular setting or context Frank, 2010
- 7. Research Background I Ganz sees a story as crafted of three elements: • plot • character • moral Ganz, 2011 "An account of a sequence of events in the order in which they occurred so as to make a normative point” Polletta, 2006
- 9. Research Background I Aesop and Phaedrus • Animal protagonists • Short stories • "Fairly" realistic • Moral • Natural environments • Human characters • Long Stories • Fantastic environments • Always happy ending • Stories of heroic deeds
- 12. Research Background I HUMANS THINK: • AUTOMATICALLY • SOCIALLY • WITH MENTAL MODELS
- 13. Research Background I FORGET THE "DEFICIT MODEL"
- 14. Research Background I The way in which information is presented is crucial. In the case of automatic or fast thinking, this means that information has to be packaged in a manner that takes into account people’s inherent cognitive biases and ensures that the information is quickly and easily—and accurately—grasped.
- 15. Research Background I FRAMES (AND VALUES)
- 20. Research Background I “Each of us walks around with a bunch of stories in our heads about the way the world works. And whatever we confront, whatever facts are presented to us, whatever data we run into, we filter through these stories. And if the data agrees with our stories, we’ll let it in and if it doesn’t, we’ll reject it. So, if you’re trying to give people new information that they don’t have, they’ve got to have a story in their head that will let that data in" Goodman, 2016
- 22. Research Background I “seems reasonable, has a clear message and is available at the right time”
- 28. Research Background & Motivation I "it is necessary for researchers to become policy entrepreneurs " Young and Mendizabal (2009)
- 29. Research Background & Motivation I EVIDENCE VS VALUES 3
- 32. Research Background I Whose knowledge is valued, and whose evidence counts
- 34. Research Background I Research merely offers alternative courses of action, but does not tell us what to do.
- 35. Research Background I In democracy it is not enough for something simply to be the best option—people must reach agreement that it is the best option”.
- 36. Research Background I In an “evidence-obsessed world”, policymakers and citizens are able to avoid key questions of what “ought to be”
- 37. Research Background I “Policymaking is about politics, and evidence is only one of many variables in playing politics”
- 38. Research Background I Stories can always be told to different effect and “turn against those who conscripted them
- 40. Devolping a strategy I DEVELOPING A STRATEGY
- 41. Devolping a strategy I • Identifying the policy issue • Identifying and mapping the audience • Selecting an appropriate messenger • Getting the timing right and understanding the rhythms of the policy process • Building relationships and networks, and mapping the broader political context • Developing a theory of change • Developing a communication strategy along with appropriate messages • Developing a monitoring and evaluation strategy
- 42. Devolping a strategy I TELLING EFFECTIVE STORIES 3
- 43. Devolping a strategy I STORYTELLING GOAL 3
- 45. Devolping a strategy I 3 Three key elements of an effective debunking effort: • the refutation should focus on key facts rather than the myths; • any mention of myths should be preceded by explicit warnings to the reader that what they are about to read is false; • and the refutation should provide a narrative explaining why the myth is wrong and why it was initially advanced
- 48. Devolping a strategy I 3 “climate’s heart” carbon dioxide “heat-trapping blanket” the ocean
- 49. Research Background & Motivation I 4 DEALING WITH NUMBERS
- 50. Research Background I 4 • numbers should not be used only to highlight crises they should also be used to tell stories that allow people to see possible solutions. • It is important to help people to grasp the significance of numbers by using metaphors or comparisons with familiar things. • Numbers should not be used only to describe a situation but also to show how it arose and how it might be dealt with
- 51. Research Background & Motivation I 4 VISUAL STORYTELLING
- 52. Research Background & Motivation I 4
- 53. Research Background & Motivation I 4 CASE STUDIES
- 54. Best practice I 4 "There once was a library ..."
- 55. Best practice I 4 TURNING THE TIDE
- 56. Best practice I
- 61. Making connections I SAY WHAT YOU WANT TO SAY 4
- 64. Hypotheses Development II Hypothesis 1 A conservative MEP 6 Johannis Klugman Nationality: Austrian Age: 42 Party: OVP Committee: LIBE, ITRE
- 65. Hypotheses Development II Hypothesis 2 A Head of Unit in the European Commission 6 Xenia Papadopoulou Nationality: Greek Age: 45 Organization: European Commission Directorate General: MOVE - Sustainable Transport Unit
- 66. Hypotheses Development II Hypothesis 3 A socialist Commissioner from a Northern EU country 6 Sven Svensson Nationality: Swedish Age: 50 Organization: European Commission Portofolio: Environment and sustainable development
- 67. Hypotheses Development II Hypothesis 3 A liberal mayor from Southern European city 6 Clara Aziz Nationality: Italian Age: 32 Organization: City of Sicily Portofolio: Economy and local entrepreneurship
- 68. Thank you for listening The End