Re:Imagining Change : How to Use Story-based Strategy to Win Campaigns, Build Movements, and Change the World

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  • Format: Trade Paper
  • Copyright: 2010-04-01
  • Publisher: PM Press
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An inspirational inside look at the trailblazing methodology developed by the nonprofit strategy and training organization smartMeme, this unique exploration provides progressive activists with the tools to get stories into the media, build successful campaigns, and connect with other organizations the world over. Providing resources, theories, hands-on tools, and illuminating case studies for the next generation of activists, this resource shows how culture, media, memes, and narrative intertwine with social-change strategies and offers practical methods to amplify progressive causes in popular culture. A summation of the smartMeme approach, this study in memetics provides practical exercises to augment movements for justice, ecological sanity, and transformative social change.

Author Biography

Patrick Reinsborough cofounded the smartMeme strategy and training project as a vehicle to explore the intersections of social change strategy, imagination, and narrative. He lives in San Francisco. Doyle Canning is a strategist, a trainer, and an organizer with a commitment to building holistic movements for racial justice and an ecological future. She lives in Boston.

Table of Contents

Introduction: The Power of Storyp. 11
From Improvement to Innovationp. 11
Our Approach: Story-based Strategyp. 12
About Re:imagining Changep. 13
Story-based Strategy Campaign Modelp. 15
Narrative Power Analysisp. 17
We Are Made of Storiesp. 17
Narrative Power Analysisp. 18
Reflections: Storytellingp. 19
Power and Mythologyp. 21
Creation Myths of the United Statesp. 24
Reflections: Narrative Powerp. 26
Filters vs. Factsp. 27
Designer Stories & the Branded Worldp. 28
Memesp. 32
Movement Memesp. 34
Reflections: Memesp. 34
Control Memesp. 35
Applying Narrative Power Analysis: Elements of Storyp. 38
Reflections: Elements of a Storyp. 40
Winning the Battle of the Storyp. 43
The Story of the Battlep. 43
The Battle of the Storyp. 44
Reflections: Story of the Battlep. 46
Worksheet: Battle of the Storyp. 47
Framing the Conflictp. 48
Reflections: Information Warfarep. 49
Creating Narrative Framesp. 51
Reframingp. 52
Charactersp. 53
imagery: Show Don't Tellp. 56
Foreshadowingp. 57
Brand Bustingp. 58
Designing a Framing Narrativep. 60
Action Logic & Meta-Verbsp. 62
Going Viral: Meme Campaignsp. 63
Points of Interventionp. 67
Social Change as Interventionp. 67
Point of Productionp. 70
Point of Destructionp. 70
Point of Consumptionp. 71
Point of Decisionp. 72
Point of Assumptionp. 73
Offering New Futuresp. 74
Retraining Debatesp. 75
Subverting Spectaclesp. 76
Selling the World Bank on eBayp. 77
Repurposing Pop(ular) Culture Narrativesp. 78
Making the Invisible Visiblep. 80
Reflections: Starting with Assumptionsp. 81
Worksheet Point of Interventionp. 83
Changing The Storyp. 85
Strategic Improvisationp. 85
Greenpeace: Save the Whalesp. 88
Rural Vermont: One Contaminated Farm is One Too Manyp. 90
Protect Our Waters: Our Most Precious Resourcep. 93
The Coalition of Immokalee Workers: Consciousness + Commitment = Change
Facing The Ecological Crisis: A Call to Innovationp. 101
Beyond Talking Pointsp. 101
The Slow-Motion Apocalypsep. 103
Psychic Breaksp. 105
Toward Ecological Justicep. 107
Endnotesp. 112
Glossaryp. 120
Further Readingp. 126
About Smartmemep. 136
About The Authorsp. 137
About PM Pressp. 138
Friends of PM Pressp. 139
Table of Contents provided by Ingram. All Rights Reserved.

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