But below the surface of day-to-day events and outbursts, there are unspoken, taken for granted stories about how the world works — or Narratives.
Narratives are powerful.
They determine what is seen as realistic, possible and relevant — and what is disqualified as not. Their existence is an inevitability, being part of how we construct a meaningful consensus reality, or simply: our common sense.
Often, they are also a means to maintain power and privilege, whether legitimate or not, and obstruct change. Narratives inform what futures we see as possible.
In our work on narratives that obstruct Land reform in the UK, we identified underlying tendencies in how the use of public space in the pandemic was presented. To read more about this project, see here.
Core frames in the dominant narrative around Land in the UK appeal to certain values, and preemptively disqualify alternatives.
Changing Narratives is both crucial and challenging.
Many Narratives limit society or reinforce a damaging status quo; changing them provides a means to access and imagine better possibilities.
But this is no easy task. The most powerful Narratives maintain themselves despite their sometimes destructive outcomes, precisely because they are deeply embedded.
Narrative Change requires a long and complex process.
Narratives have a particular structure, employ defences against counter argument and critique, appeal to people’s identity, values, personality and worldviews, and connect and interweave with systems of power and privilege. This is why changing them is a long-term complex project, both practical and conceptual in nature.
To undertake this, we need to understand and deconstruct the specific ways that each damaging Narrative sustains itself and obstructs change.
- Conceptual Basis: the Narrative’s logics, arguments and core frames; how it appeals to certain values, identities and worldviews
- Intersection with Power and Practice: looking at who is involved in maintaining and spreading the dominant Narrative; who is impacted by or opposing it; what is the role of technology and media in its proliferation
- Gaps and Opportunities: for promoting alternatives, and the maturity of existing options
Messaging & Framing
Working with organisations to tackle communications challenges, and escape damaging frames
Convening & Organising
Building power through workshops, events, and training, and establishing new networks and communities
Creative & Tools
Translating research into effective tools and media content, improved through testing & iteration
Changing Narratives is both crucial and challenging.
Many Narratives limit society or reinforce a damaging status quo; changing them provides a means to access and imagine better possibilities.
But this is no easy task. The most powerful Narratives maintain themselves despite their sometimes destructive outcomes, precisely because they are deeply embedded.
These long term ambitions will take years of difficult and patient work to achieve.
But through these work streams, we establish the understanding and power to change Narratives for the long run, as well as design strategies and interventions to support and achieve lasting shifts.
We are currently working on multiple Narrative Change projects. Learn more about them on our Work page or contact us at info@futurenarrativeslab.org to get in touch.