How do narratives form?
MJN sees narrative as the stories and facts told to us and we tell ourselves, including beliefs and ideas formed from words, pictures, sounds, & more. Narratives don’t sit on the surface of content. Instead, they shape how we think, what we think, and what we do — on our own and together.
6 working characteristics
As a team of system thinkers, writers, visual artists, and experience designers who create for people of all ages and from diverse backgrounds, we think of narrative as shaped by 6 characteristics.
Embodied /Strategic: Narratives can be confused with communications or branding. But what we say and what we do must line up! First, because it's the right thing to do. And beyond that, we know that powerful narratives get either torn down or co-opted by oppositional perspectives more easily if they are not backed up authentic and very concrete forms of practice. How do we show that are words aren't just lip service?
Situational: The context matters in which we are receiving information matters a lot. For example, what is our internal state of mind: Are we vulnerable? Young? In pain? And what is the nature of our external environment: Is it joyful or stressful for us? Does it foster belonging? Is it healthy?
Implicit & Explicit: A narrative can spread without being said “out loud.” We can form world views without them being spoken to us in words. For example, “dog whistling” refers to the use of coded or suggestive language in political messaging to connect supporters from a particular group without going noticed by others.
Durational: We are most influenced when we hear something or experience something over and over again over the course of our lives. We can't easily“count,” pinpoint, or “prove” them. For example, toxic racial stereotypes exist in most media. But demonstrating this truth using hard data is complex.
Multi- directional. Narratives form and transfer through reinforcements. When we're young, the power of interaction & feedback loop is obvious and palpable. We’re affected by what other people around us say and do; we affect ourselves by what we say and do; and we affect others along the way.
Subliminal: Not everything is consciously perceived. Sometimes, it's because it's coded in pattern. Sometimes, it's because it's become so normalized in our environments or situations that it’s rendering invisible. For example, it’s not uncommon for BIPOC to experience racism, microaggressions, and forms of diminishment in their childhood that they don't have the skills to notice, let alone resist. Over time, it can affect feelings of self worth or confidence.
How do we design to serve justice?
Fostering new narratives doesn't always require designing for every single one of these things all the time, and no science of human behavior can predict what will catch fire. We’re starting with embodiment. We start as doers and trust that narratives can amplify once practice has a solid foundation.
