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Online campaigning organisations share a commitment to a storytelling and values-led strategy, often understood as a “theory of change” approach. Storytelling is a recognised social movement device and analytical approach for explaining politics via cause and effect relations, through a retelling of a detailed story rather than by appeals to primarily logic and evidence. Stories focus more on how language or rhetoric are used, and reveal the underlying “common sense” and emotional frames used in the delivery of political messages. Online campaigning organisations use a storytelling approach to build their own autobiographical story, or brand, that differentiates what they do from: “politics as usual”, that is, party-based, adversarial politics. This chapter contrasts campaigns where this approach works and where it does not.
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- Storytelling and Changing Values
- Palgrave Macmillan UK
- Chapter 5