4. Reframing narratives
Changing the frames you identified to new ones that can support the objectives outlined in your point of view statement.
The assumption is that we can change the current narrative frames around a particular topic to activate new logics, new ideas, truths and beliefs.
Make the virtual layer perceptible and change it to better reflect the beliefs and ideas we seek to promote. Question the cultural narratives we take for granted.
Example: in México there was a project to build an airport in a lake.
Analyze
- Metaphor: what are the metaphors embedded in this narrative frame? What sensations does the metaphor evoke in your body?
The airport is progress, progress is growth, evokes a sense of natural growth, life. - Logics: our belief system and the truths we assume and do not question. What are the truths and logics embedded in this narrative frame? What do you need to hld as true in order to believe this frame?
Nature is a commodity, only then can you agree to destroying an ecosystem to build the airport. - Ideology: the cultural context and the justification for action held by society. What is the ideological foundation of this frame? What cultural context is justifying this frame?
Neoliberalism.
Change
- Metaphor: think of other metaphors that can reflect your narrative objectives. Which metaphor helps you move the narrative towards a life centric and syntropic fame? Which metaphor help you speak to and unite the communities you are targeting? What metaphors can create a paradigm shift?
Think of the lake as a living being. - Logic: what kind of belief systems do you wish to underpin? What underlying assumptions are you trying to communicate? What are the most radical truth constructs that the communities are willing to accept?
Animistic view, all beings and things are alive. Nature is alive and sentient. For me to exist, the lake must exist. - Ideology: what ideology can you utilize to justify your metaphor and truth constructs? What ideologies are latent that you can bring to the fore? What evocative belief systems and philosophies can you use?
Rights of nature for the lake.
Create a new frame
We advise to come up with several frames. Be intuitive, tap into your knowledge and instinct. Keep your mind in your point of view and your narrative objectives. Adopt a forward thinking mindset.
What kind of ideas, intentions, actions, behaviours, and material expressions could be unlocked?
Remove focus from the airport, laid emphasis on the community and on the interdependence of humans and nature and the possibility to choose life.
Why?
To evolve narratives beyond anthropocentrism, and towarts an ethic of interbeing. Unity and harmonization through underlying logics so we are more likely to convince the critical mass of the public needed to shift culture in the direction of life-affirming futures.
Overton window or window of discourse: range of political ideas deemed acceptable. Make the radical common sense, move the overton window towards the non-anthropocentric cultures based on an ethic of interbeing.
The narrative strategy
Change the trajectory of a narrative to trigger new actions and events.
- Which narrative communities are you focusing on?
- How will you engage them to achieve your narrative objectives?
- What medium will the intervention be?
- What is the current trajectory of the various narrative communities?
- In what way do the narrative communities intersect?
- What direction do we want these narrative communities to take?
- What kind of intentions and actions do we seek to encourage?
We must decide who to speak to and who is best positioned to spread the message. Age, gender, tastes, political-stances, socio-economic situations.
- What are the shared interests?
- Is there a common discourse? a recurrent theme?
- Is there a preferred type of media?
- What are common metaphors, myths, symbols?
- Who are the leaders and influencers? What is their difference?
