Session9 story strategy
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Transcript of Session9 story strategy
- 1. Story Strategy
2. CultureA matrix of shared mental maps that define how wecollectively create meaning and understand the worldaround 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 3. What are some mythologies with narrative power? Thanksgiving Santa Clause Tooth Fairy Energy and Oil Mother Nature Other 4. Dominant and Popular CultureAs certain ideas, practices and worldviewsbecome normalized over time, they form adominant or popular culture thatdisproportionately represents institutionalinterests and perpetuates the stories thatvalidate certain agendas. 5. FACTS ARE MEANINGLESSWhat do you believe?The facts always changes and the truth remains the absoluteorThe truth always changes and the facts remain absolute 6. GQMMIINLTX DFVFIQBMFNT 7. GQMMIINLTX DFVFIQBMFNT 8. FACTS ARE MEANINGLESSNarrative Analysis suggests that the problem isnot necessarily what people dont 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. 9. Designing Storiesfor the Branded World 10. Product + Mythology = Message Campaign 11. + 12. + 13. +George Orwells novel 1984 14. Apple Ad: http://www.youtube.com/watch?v=HhsWzJo2sN4George Orwells 1984 Trailer: http://www.youtube.com/watch?v=52wis_sLT1I 15. Something to Think About What are both positive and negativemythology, culturally associated with yourclient or clients products? What narratives do their target audiencesfollow? What are their belief and valuesystems? 16. MemesOBAMACARE 17. MemesMemes are units of self-replicating culturalinformation such as slogans, iconic images thatcan be easily referenced, catchphrases, symbols, or rituals. Memes can act ascapsules for stories to spread virally throughcultures. 18. Calgon, Take Me Away!http://www.youtube.com/watch?v=fJsnR-KDbFchttp://www.youtube.com/watch?v=HvE65VOcAL0 19. Narrative Elements of a Story Conflict Characters Imagery (Show Dont Tell) Foreshadowing Assumptions 20. 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? 21. Narrative Elements of a StoryCharactersAll stories have characters to which people canrelatewe 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? 22. Narrative Elements of a StoryImagery (Show dont 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 23. 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? 24. 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? 25. Samsung: The next big thinghttp://www.youtube.com/watch?v=A-Srun5jd5A 26. Exercise Break into small groups and choose a client toanalyze. Discuss mythologies related to your clientsbusiness, industry, products or services. Using the ideas of memes, mythology andelements of a story, create an idea for anarrative campaign through social media. Usethe worksheet handout to guide you.