4 Ways to Start Narrative Change in your Community
The stories we tell ourselves are powerful. These stories form what we call “Narratives”. Narratives are powerful. They shape our culture, influence our beliefs, and determine how we interact with the world. In Ireland where we are based in GORM, we have a rich history of folklore and stories, but some of the narratives build in these stories can be outdated, and may not reflect our current realities and aspirations. So we need to have narrative change.
What is Narrative Change?
Simply put, narrative change is the process of evolving the stories in our culture to centre and distribute accurate, empowering stories. These stories shape our understanding of who we are, what we stand for, and what is possible for our future. Narrative change is essential for fostering a more inclusive, resilient, and forward-thinking society.
The Need for Narrative Change in Ireland
Ireland faces several challenges: economic inequality, social polarization, homelessness and the lingering effects of historical narratives that no longer serve us. The PhD research of our founder Mamobo Ogoro, highlights the need for a shift in how we tell our stories for a more contemporary Ireland . Outdated narratives can perpetuate division and hinder progress. Therefore, we must adopt new narratives that reflect our inclusive values.
How to Start the Process of Narrative Change.
Ok, we know that Narrative change takes years, with the work of many stakeholders, including communications strategists, activists, journalists, filmmakers and more, but here are 2 ways you can start to effect narrative change in your community
Understand Our Audience
The first step in narrative change is to know who we are talking to. Understanding our audience involves recognising their concerns, values, and worldviews. Categorise your audience into segments to tailor messages effectively. For instance, younger generations might respond to narratives around climate action and technological innovation, while older generations might connect more with stories of tradition and community resilience.
Understand Narratives and Frames
Narratives are collections of stories that convey a common worldview. Frames are the perspectives through which people view these stories. To shift narratives, we must recognize and address existing frames and biases. Introduce new, empowering frames that resonate with shared values and aspirations.
Create Actions and Messages Framed by Common Values
Start with shared values such as shared humanity and community. Avoid naming and shaming; instead, offer enabling narratives where people can see themselves as part of the solution. For example, instead of focusing solely on the negative aspects of economic inequality, highlight stories of communities coming together to support one another and create opportunities.
Collaborate for Collective Impact
Narrative change doesn't happen overnight or in isolation. We need a collaborative ecosystem of practitioners, supporters, and funders working together toward a shared goal. Utilize resources like GOrM (Gathering of Narratives Movement) to hear the stories and narratives of diverse communities in Ireland. By working together, we can amplify positive narratives and drive meaningful change.
The Role of Philanthropy
Philanthropy plays a crucial role in supporting narrative change. Funding initiatives that promote inclusive storytelling, media literacy, and community engagement can help shift public perceptions and foster a more equitable society. Philanthropic organisations can also support research and projects that aim to understand and address the root causes of harmful narratives.
In Ireland, we have the power to change harmful narratives and promote stories that reflect our values of inclusivity, resilience, and unity. By working together, understanding our audience, and framing our messages effectively, we can shift the narrative landscape for the better. Let's start today and shape a brighter future for Ireland.
