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Re:Imagining Change provides resources, theory, hands-on tools, and illuminating case studies for the next generation of innovative change makers. This unique book explores how culture, media, memes, and narrative intertwine with social change strategies, and offers practical methods to amplify progressive causes in the popular culture. Re:imagining Change is an inspirational inside look at the trailblazing methodology developed by the nonprofit strategy and training organization smartMeme, and a call to innovate strategies for confronting the escalating social and ecological crises of the 21st century.
I Introduction: The Power of Story 11
1.1 From Improvement to Innovation 11
1.2 Our Approach: Story-based Strategy 12
1.3 About Re:imagining Change 13
Story-based Strategy Campaign Model 15
II Narrative Power Analysis 17
2.1 We Are Made of Stories 17
2.2 Narrative Power Analysis 18
Reflections: Storytelling 19
2.3 Power and Mythology 21
2.4 Creation Myths of the United States 24
Reflections: Narrative Power 26
2.5 Filters vs. Facts 27
2.6 Designer Stories & the Branded World 28
2.7 Memes 32
Movement Memes 34
Reflections: Memes 34
2.8 Control Memes 35
2.9 Applying Narrative Power Analysis: Elements of Story 38
Reflections: Elements of a Story 40
III Winning the Battle of the Story 43
3.1 The Story of the Battle 43
3.2 The Battle of the Story 44
Reflections: Story of the Battle 46
Worksheet: Battle of the Story 47
3.3 Framing the Conflict 48
Reflections: Information Warfare 49
3.4 Creating Narrative Frames 51
3.5 Reframing 52
3.6 Characters 53
3.7 imagery: Show Don't Tell 56
3.8 Foreshadowing 57
Brand Busting 58
3.9 Designing a Framing Narrative 60
3.10 Action Logic & Meta-Verbs 62
3.11 Going Viral: Meme Campaigns 63
IV Points of Intervention 67
4.1 Social Change as Intervention 67
4.2 Point of Production 70
4.3 Point of Destruction 70
4.4 Point of Consumption 71
4.5 Point of Decision 72
4.6 Point of Assumption 73
4.7 Offering New Futures 74
4.8 Retraining Debates 75
4.9 Subverting Spectacles 76
Selling the World Bank on eBay 77
4.10 Repurposing Pop(ular) Culture Narratives 78
4.11 Making the Invisible Visible 80
Reflections: Starting with Assumptions 81
Worksheet Point of Intervention 83
V Changing The Story 85
5.1 Strategic Improvisation 85
5.2 Greenpeace: Save the Whales 88
5.3 Rural Vermont: One Contaminated Farm is One Too Many 90
5.4 Protect Our Waters: Our Most Precious Resource 93
5.5 The Coalition of Immokalee Workers: Consciousness + Commitment = Change
VI Facing The Ecological Crisis: A Call to Innovation 101
6.1 Beyond Talking Points 101
6.2 The Slow-Motion Apocalypse 103
6.3 Psychic Breaks 105
6.4 Toward Ecological Justice 107
Endnotes 112
Glossary 120
Further Reading 126
About Smartmeme 136
About The Authors 137
About PM Press 138
Friends of PM Press 139
Overview
Re:Imagining Change provides resources, theory, hands-on tools, and illuminating case studies for the next generation of innovative change makers. This unique book explores how culture, media, memes, and narrative intertwine with social change strategies, and offers practical methods to amplify progressive causes in the popular culture. Re:imagining Change is an inspirational inside look at the trailblazing methodology developed by the nonprofit strategy and training organization smartMeme, and a call to innovate...