Hierarchical
Conceptions of Power
Power: Not static and dyadic (new media contexts)
Power/Knowledge/Profit (lack thereof)
Hegemonic narrativity (Hayden White, 1978)
Rank problematisation: Apes together Strong
Rank reconceptualisations
Case: Gamespot r/wallstreetbets (https://www.youtube.com/watch?v=ByFuJ9tB4tY)
Trust, vulnerability, track record being seen
Good + Will
In bonam partem interpretari - possible?
Problematisation: Implosion and Hyper-reality
"Nothing is true, everything is permitted" (AC)
...But, everything is archived.
Case: CD Projekt Red; Disco Elysium; Nike Dream Crazy;
Authenticity/Personality Cults/'Be-Like' Memes
Narrative Expectations and Countering them
Ace of types, Reversal of types (Nanette); Niche markets to mainstream markets
Problematisation: Consistency vs Adaptability
Age of Retractions and Cancel Culture
Case: V-J Day in Times Square; Memories of Murder; McKinsey John Oliver; Marvel mid credits; Zomato billboards MC/BC; Swan Upon Leda; This is America
https://www.youtube.com/watch?v=qVdPh2cBTN0&list=RDBNW4GIphNAk&index=9
Meaning making: What do these two songs mean?
Analyse audience: arrive at demographics
Which credibility/benefit framework is being used?
From meaning to market: medium
Why is one more popular than the other?
What is algorithmic culture and how does it influence markets?
Knowledge Capital/Competence
Abiding by complex rule systems
Gatekeeping
Shifts of access with technology (Doctor vs WebMD)
Problematisation: Age of verifiability
Counter: Narrative Transportation
Case: AIB Alia Bhatt; Birds Aren't Real; IIMs
Can you persuade a monkey to give you a banana?
Imagined communities
Safety in the herd: cultural anthropology
FOMO/JOMO
Problematisation: Bandwagons or Trolley?
Immediacy, Relevance and Correctness of Common Ground
Case: TERF Rowling and Adichie; Apple and Privacy; The Last of Us II;
Demographics, Knowledge and Beliefs, Preferences, Typical Behaviour, Preferred Level of Detail, Tendency to be Challenging or Withdrawn
Key Influencers; Secondary Audience
Case Study: Marvel v DC; Elon Musk; John Oliver: Abortion Row
Age, Education, Occupation, Ethnicity, Gender, Culture
Same Source, Different Speeches
Hyper-relevant content; Customisation
Narrative Expectation of Audience
Mixed Background Needs
Emotions and Interest
Probable Bias
Case Study: Lenovo Thinkpad/Legion; Netflix; Spotify Data Storytelling; Pride Month
Primacy/Recency Effect
BLUF: Bottom Line Up Front
Direct/Indirect Approach
Freytag's Pyramid Framework
Repetition, Flagging, Visuals, Shock & Awe
Memory and Story
Ben Franklin Effect: Demonetisation Speech Modi.
Case Study: Erste; Budweiser; Manoj Jha Parliament Speech; Norwegian Salmon: Product/Market Fit
Organising and Structuring the Narrative
Monomyth - Musk, Jobs, Iron Man, Modi....
Elements of a Story
Audience Investment (Ikea bias) and Narrative Transportation
Immersive Narratives
Strategic Storytelling
Booker's Seven Plots
Story vs Discourse
Drugs and Narratives
Position - Reason - Evidence
So What?
HBR: Six Principles of Persuasion
Affect Transfer
Audience Analysis and Audience Motivation
Organizational Structure and Culture
Notions of Inclusivity
Public Speeches: Chris Rock Oscar Speech; Emma Watson UN; Greta Thunberg UN; Audacity of Hope; Kanhaiya Kumar JNU
Darwin: Expressions of the Emotions in Man and Animals
Humans utilise facial expressions as external evidence of their internal states
Gesture/Posture/Movement
Kinesics and anthropology (Mead, Bateson)
Being and body
Crafting a voice
Tone/Pitch/Pace