Story Strategy

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Information about Story Strategy
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Published on November 9, 2012

Author: Demetrio_Maguigad

Source: slideshare.net

Story Strategy

“Culture”“A matrix of shared mental maps that define how wecollectively create meaning and understand the theworld around us. Inevitably, popular culture is an everevolving, contested space of struggle, where competingvoices, experiences, and perspectives fight to answerthe questions” Whose maps determine what ismeaningful? Whose stories are considered true?”-Smartmeme

What are some mythologies with narrative power? • Thanksgiving • Santa Clause • Tooth Fairy • Energy and Oil • Mother Nature • Other

Mythology and Control Mythology

Mythology and Control Mythology

Dominant and Popular Culture“As certain ideas, practices and worldviewsbecome normalized over time, they form adominant or popular culture thatdisproportionately represents institutionalinterests and perpetuates the stories thatvalidate certain agendas.”

Current social and ecological problems have roots in the silent consensus ofassumptions that shape dominant and popular culture

Some stories need to change• Humans can dominate and outsmart nature.• Women are worth less then men.• Racism and war are part of human nature. … Control Mythologies

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

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As nation suffers 2000th death in Afghan War, Gold Star mother wonders why troops still thereLisa Freeman was cradling her 6-day-oldgrandson in her left arm and watching the newson her iPad while her daughter and son-in-lawcaught some much needed sleep. The retiredteacher was taking notes with her free handwhen she heard the news: The nation hadsuffered its 2,000th casualty in the Afghan war.

As nation suffers 2000th death in Afghan War, Gold Star mother wonders why troops still thereLisa Freeman was cradling her 6-day-oldgrandson in her left arm and watching the newson her iPad while her daughter and son-in-lawcaught some much needed sleep. The retiredteacher was taking notes with her free handwhen she heard the news: The nation hadsuffered its 2,000th casualty in the Afghan war.

FACTS ARE MEANINGLESS“Narrative Analysis suggests that the problem isnot necessarily what people don’t know (thefacts). Rather, the problem may be what they doknow (underlying assumptions).”In other words… people have existing storiesabout their world that may act as narrativefilters to prevent them form hearing certainmessages.

Designing Storiesfor the Branded World

Product + Mythology = Message Campaign

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+ George Orwell’s novel “1984”

Apple Ad: http://www.youtube.com/watch?v=HhsWzJo2sN4George Orwell’s 1984 Trailer: http://www.youtube.com/watch?v=52wis_sLT1I

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?

Memes OBAMACARE

MemesMemes are units of self-replicating culturalinformation such as slogans, iconic images thatcan be easily referenced, catch phrases,symbols, or rituals. Memes can act as capsulesfor stories to spread virally through cultures.

Narrative Elements of a Story• Conflict• Characters• Imagery (Show Don’t Tell)• Foreshadowing• Assumptions

Narrative Elements of a StoryConflictConflict is the backbone of the narrative. Itdefines the drama and point of view of the storyand makes it interesting. There can be no storywithout conflict. It defines what is at stake.What is the problem your clientis trying to solve?

Narrative Elements of a StoryCharactersAll stories have characters to which people canrelate—we see ourselves through the charactersof the story. They can also be the messengers ofthe story, putting a human face to the messageof the story.Who are the characters that willhelp solve the problem?

Narrative Elements of a StoryImagery (Show don’t tell)Good stories use powerful imagery to capturethe imagination with metaphors, anecdotes anddescriptions that speak to the senses. Byshowing and not telling, we offer the audiencethe opportunity to use their own values to drawconclusions.What images illustrate the problem and thesolution

Narrative Elements of a StoryForeshadowingImages and other story artifacts are often foundin storytelling to hint the possible outcome.Foreshadowing can be the influential force thatgives the audience direction towards a specificoutcome.What images or ideas will guide audiencestowards the resolution of the problem?

Narrative Elements of a StoryAssumptionsImages and other story artifacts are often foundin storytelling to hint the possible outcome.Foreshadowing can be the influential force thatgives the audience direction towards a specificoutcome.How do audiences already frame the conflict?

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.

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