Session9 story strategy
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This document discusses strategies for developing effective narratives and storytelling. It explains that culture is shaped by shared mental maps and meaning systems that are contested and evolve over time. It also discusses how dominant cultural narratives often reflect certain institutional agendas. The document then provides examples of mythologies like Thanksgiving and Santa Claus that have narrative power. It suggests analyzing both the positive and negative mythologies associated with a client or product. It also discusses how memes can be used to spread stories virally. Finally, it outlines elements of an effective narrative like conflict, characters, imagery, foreshadowing, and addressing underlying assumptions.
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Session9 story strategy
- 8. ¡°Culture¡± ¡°A matrix of shared mental maps that define how we collectively create meaning and understand the world around us. Inevitably, popular culture is an ever evolving, contested space of struggle, where competing voices, experiences, and perspectives fight to answer the questions¡± Whose maps determine what is meaningful? Whose stories are considered true?¡± -Smartmeme
- 9. What are some mythologies with narrative power? ? Thanksgiving ? Santa Clause ? Tooth Fairy ? Energy and Oil ? Mother Nature ? Other
- 12. Dominant and Popular Culture ¡°As certain ideas, practices and worldviews become normalized over time, they form a dominant or popular culture that disproportionately represents institutional interests and perpetuates the stories that validate certain agendas.¡±
- 13. FACTS ARE MEANINGLESS What do you believe? The facts always changes and the truth remains the absolute or The truth always changes and the facts remain absolute
- 16. FACTS ARE MEANINGLESS ¡°Narrative Analysis suggests that the problem is not necessarily what people don¡¯t know (the facts). Rather, the problem may be what they do know (underlying assumptions).¡± In other words¡ people have existing stories about their world that may act as narrative filters to prevent them form hearing certain messages.
- 19. Designing Stories for the Branded World
- 20. Product + Mythology = Message Campaign
- 21. +
- 23. +
- 25. + George Orwell¡¯s novel ¡°1984¡±
- 26. Apple Ad: http://www.youtube.com/watch?v=HhsWzJo2sN4 George Orwell¡¯s 1984 Trailer: http://www.youtube.com/watch?v=52wis_sLT1I
- 27. Something to Think About ? What are both positive and negative mythology, culturally associated with your client or client¡¯s products? ? What narratives do their target audiences follow? What are their belief and value systems?
- 28. Memes OBAMACARE
- 29. Memes Memes are units of self-replicating cultural information such as slogans, iconic images that can be easily referenced, catch phrases, symbols, or rituals. Memes can act as capsules for stories to spread virally through cultures.
- 30. ¡°Calgon, Take Me Away!¡± http://www.youtube.com/watch?v=fJsnR-KDbFc http://www.youtube.com/watch?v=HvE65VOcA L0
- 31. Narrative Elements of a Story ? Conflict ? Characters ? Imagery (Show Don¡¯t Tell) ? Foreshadowing ? Assumptions
- 32. Narrative Elements of a Story Conflict Conflict is the backbone of the narrative. It defines the drama and point of view of the story and makes it interesting. There can be no story without conflict. It defines what is at stake. What is the problem your client is trying to solve?
- 33. Narrative Elements of a Story Characters All stories have characters to which people can relate¡ªwe see ourselves through the characters of the story. They can also be the messengers of the story, putting a human face to the message of the story. Who are the characters that will help solve the problem?
- 34. Narrative Elements of a Story Imagery (Show don¡¯t tell) Good stories use powerful imagery to capture the imagination with metaphors, anecdotes and descriptions that speak to the senses. By showing and not telling, we offer the audience the opportunity to use their own values to draw conclusions. What images illustrate the problem and the solution
- 35. Narrative Elements of a Story Foreshadowing Images and other story artifacts are often found in storytelling to hint the possible outcome. Foreshadowing can be the influential force that gives the audience direction towards a specific outcome. What images or ideas will guide audiences towards the resolution of the problem?
- 36. Narrative Elements of a Story Assumptions Images and other story artifacts are often found in storytelling to hint the possible outcome. Foreshadowing can be the influential force that gives the audience direction towards a specific outcome. How do audiences already frame the conflict?
- 37. Samsung: The next big thing http://www.youtube.com/watch?v=A-Srun5jd5A
- 38. Exercise ? Break into small groups and choose a client to analyze. ? Discuss mythologies related to your client¡¯s business, industry, products or services. ? Using the ideas of memes, mythology and elements of a story, create an idea for a narrative campaign through social media. Use the worksheet handout to guide you.
Editor's Notes
- #3: Beforethreater, radio, television and the internet, where did ancient cultures find meaning to their reality? How did the stories and mythology of where they came from become created? For thousands of years, they gazed out into the stars to find meaning.
- #10: What are the narratives, stories and myths of the following? Where are these learned? How are they challenged?
- #12: Celebration of the military victory over the 1637 massacre of the Peqout native peoples