Centre for Internet and Society

TUI Before After

denisse — 2014-02-23T11:04:16Z

For more details visit https://cis-india.org/home-images/Beforeafter.jpg

Storytelling as Performance: The Ugly Indian and Blank Noise 1

denisse — 2015-10-24T14:31:11Z

This post compares the production behind a performance with the process of storytelling. To illustrate this analogy, we explore the stories of the Blank Noise project and The Ugly Indian- two civic groups from Bangalore making interventions in the public space. This post looks at the stages of pre-production and the screenplay to explore methods and narratives in storytelling.

spectacle
ˈspɛktək(ə)l/
a visually striking performance

performance
pəˈfɔːm(ə)ns/
an event in which a performer or group of performers behave in a particular way for another group of people: the audience. Sometimes the dividing line between performer and the audience may become blurred, as in the example of "participatory theatre" where audience members get involved in the 
production.

One of the mandates of this project is to locate discrepancies between "spectacles"[1] and realities of change to identify less visible examples of citizen action. However, an alternative route is to identify the characteristics of the spectacle, and learn how they can be used to make activism more visible: that is, more legible, intelligible and accessible. In this context, storytelling comes across as a method that can provide the same experience and benefits of a performance. This potential manifests itself in two ways:

a) First, in its infrastructure. We find that the structure holding stories together plays an important role in their ability to deliver a clear message. By unpacking the process of staging a performance -from what happens in the dressing rooms to what happens on stage- we will identify the building blocks of performances and by default, those comprised in effective storytelling.

b) Second manifestation occurs in the audience. The dynamic of performances resembles how we behave every day in our "socially and constructed worlds". We are constantly telling stories about ourselves and this 'sense of being' is what determines our actions and behavior (Holland et al, 1998). Furthermore, as social beings, we also build identities as a community and engage in "collective moments of self-enactment" (Urciuoli, 1995).

Linking this back to our project, understanding the performative potential of storytelling; its infrastructure and how it can touch on issues of identity, agency and collective action, is relevant to tackle challenges in activism and civic engagement -where the collective is very much linked to the political. To illustrate the relationship between storytelling and performance, I will use the example of two civic groups thriving in Bangalore: Blank Noise (founded by Jasmeen Patheja, who we interviewed back in January) and The Ugly Indian; and I will ask you to think about them as theatrical productions:

(The following images are 'Broadway posters' adapted to the identity of these groups. They were created merely for the purpose of this post and do not reflect the views of these organizations).

The Ugly Indian
stop talking. start doing.

Blank Noise
set new rules for street behavior

These groups were formed (in 2003 and 2010 respectively) to re-conceptualize how we understand our presence in the public space; Blank Noise focusing on sexual harassment and women safety and The Ugly Indian on waste management and civic interventions. On this post, we will look at their campaigns and identify features of the spectacle/performance in the storytelling methods they are using to communicate their mandates and interact with their volunteers. So, without further ado, let's explore this glossary of tweaked theatrical terminology:

How to navigate this post:

Section	Performance	Storytelling
Pre-production	Preparing all elements involved in a performance including locations, props, costumes, special effects and visual effects.	Preparing all elements needed to convey the message of the story including: spoken word, text, images, audio, video or other artifacts.
Screenplay	A written work narrating the movements, actions, expressions and dialogues of the characters.	Building a narrative in storytelling
Actors	Actors performing characters in a production.	The relationship between storytelling actors and agency
Stage	Designated space for the performance of productions	The public space as the stage for storytelling
Action!	Cue signifying the start of a performance	When storytelling leads to action

1. pre-production
ˈpri-prəˈdʌkʃ(ə)n/
the action of making or manufacturing from components or raw materials prior to the initial performance.

The stage of pre-production is when all the locations, props, cast members, costumes, special effects and visual effects are identified. It works in tandem with the screenplay to ensure the maximum consistence, coherence and clarity in the story. In the same way, planning storytelling also implies selecting the right elements and materials to hold the story together. Initially, only traditional mediums were available, such as spoken word, text and images; but storytellers today (the directors orchestrating these productions) are experiencing an urgency to re-invent and adapt the language of their stories to make it accessible in the network[3] (Hull and Katz, 2006; Urciuoli, 1995) and the practice has evolved into 'trans-media' or digital storytelling. Formats like audio-bytes, videos, sms, mobile apps are also part of its semiotic makeup and these mediums are mixed and matched to enhance the visibility of the message. As Scott McCloud suggests in ‘Understanding Comics: The Invisible Art’: “we need to invent new ways [and] develop new techniques of showing the same old thing” (1994) to make sure people still listen to what we have to say.

Both Blank Noise and The Ugly Indian have led highly visual campaigns in the online space, as they combine blogging with videos, audios, images and active community managers that interact with their volunteers. A few examples of the mediums they are using to capture the public's attention:

Video: Blank Noise did this art intervention, using real rape and sexual harassment reports from 2003 to challenge what we consider 'normal' and 'news'-worthy when it comes to sexual harassment and domestic violence:

Artifacts: ‘I never ask for it’ campaign: Blank Noise asked women to send garments they wore when they experienced ‘eve-teasing’ to challenge the notion “that women ask to be sexually violated”

I never ask for it. http://bit.ly/1mnEhMJ

Audio: Blank Noise documents and disseminates stories of sexual harassment as told by their Action Heroes' This is: Kitab Mahal's story.

The message transmitted by the garments, the video and the audio are based on cultural and social constructions of what ‘sexual harassment’ means. Removing one of the garments from the installation, for instance, removes it from its resistance identity and hence, it can only exist in the narrative context Blank Noise is constructing alongside its volunteers.

On the other hand, The Ugly Indian's mandate is to change people's "rooted cultural behaviour and attitudes [...] to solve India's civic problems"; starting with the visible filth on the streets. It does not pursue systemic change, but seeks impact at the behavioral level. One of the methods it uses to achieve this, is the dissemination of images and videos showcasing their work. Their publications minimize the use of text in order to drive attention to aesthetics:

They recently complemented their graphic stories, by starting a blog that documents "the philosophy and the process" that drives The Ugly Indian. This excerpt from Chapter 3 explains their visual strategy and why they have chosen before-after pictures to communicate their work:

“The citizens of the online world are brutal – they only care for instant gratification and real results. So are citizens in the real world. They too only care for results. [...] V & X know that and have focused all their energies on delivering this dramatic result, this single Before-After image, that is proof of dramatic change. And it has worked – in terms of creating initial positive impact (both on the ground and online). Whether it will survive and change community behavior is another story. But this initial impact is crucial, as we will discover later, in generating respect from the community and the authorities.”

“When pictures carry the weight of clarity in a scene, they free words to express a wider area. And when words lock in the meaning of a sequence, pictures can really take off” Scott McCloud on comics

This is how pre-production is important for storytelling. Planning, designing and choosing the right elements, and how they interact with one another, will determine the level of legibility and meaning we give to the story (McCloud, 1994). Each medium: video, audio, text, music, etc.- becomes “a new literate space” or “symbolic tool” storytellers have on hand to portray narratives about the self, family community and society (Hull, 2006), and the introduction of digital technologies into storytelling space, coupled with the current hype around the method, signals we are moving towards a more strategic use of technology to produce and share knowledge more effectively. In this way, the choice of mediums and technologies will reflect a "conscious construction of identity" and "performances of the self" (Vivienne, 2011); a theme we will explore further in the 'screenplay' section.

2. screenplay
ˈskriːnpleɪ/
The script including descriptions of scenes and some camera/set directions.

The process of writing a screenplay is a careful exercise of creation and articulation. The dialogues, expressions and actions of the characters are narrated and located in a specific context that will determine how the events of the play unfold. The ability to build a coherent narrative structure is, in itself, a powerful tool of self-expression that enables the storyteller to a) construct an identity for the story and b) expose it to the public. Let's take a closer look at each stage:

a) Self-expression is directly related to the amount of freedom we experience in our ecosystem. Barriers to expression can come through our political regime or in the form of social norms and taboos, as is the case of conservative pockets in India. In either context, storytelling comes across an alternative outlet to describe ambiguous, unapologetic and personal truths (Vivienne, 2011). It enables less visible voices to claim a space and construct their own narrative within. Blank Noise has been very active on this front, as it creates opportunities for its volunteers, participants (dubbed Action Heroes), and otherwise silent voices to articulate their emotional and physical experiences in the public space. One of the ways they did it was by publishing a step by step guide to unapologetic walking, and then requesting people to participate:

step by step guide to unapologetic walking: http://bit.ly/1bz3MZZ

" Our street actions over the last few years have been based on emphasizing small simple scenarios- which can be challenging even though they appear 'normal' and everyday. For instance- should it be hard to just 'stand' on the street as an 'idle' woman? Would you 'dare' try it?"

The idea behind this intervention is to re-conceptualize how women navigate the public space, drawing inspiration, ideas and encouragement from the “personal truths” and stories shared by women who are doing it. This grants them greater autonomy at representing themselves through their online and offline presence and the narrative is continuously re-shaped through new submissions and testimonials.

b) Self-representation is how you create yourself: who you want to be and how you want others to see you. Miller’s work on identity and storytelling explores the role of storytelling in socialization and self-construction: “stories change depending on who is listening” (1993) as we construct ourselves with and for other people. In the same way a character in the script cannot come to life without an audience, the identities we create for ourselves need a public that recognizes who we are and our role in the world. Anthony Giddens' work on identity also draws a relationship between our identity and its narrative: “self-identity is not a set of traits but a person’s reflexive understanding of their own biography (...) and the capacity to keep a coherent narrative going: integrating events in the external world and sorting them into the story of the self” (Gauntlett, 2002; Giddens 1991).

The Ugly Indian took a solid stance against middle class apathy and idleness in its narrative, and with this premise, it built an identity for the organization that represents the opposite: a selfless, active, responsible middle class citizen. These are some examples:

Anonymous identity	Middle class citizen	How they are different to the common middle class citizen
“They call themselves The Ugly Indians and operate anonymously [...]. If you aren’t aware of The Ugly Indian (TUI), that’s understandable – they work hard to stay anonymous and underground, and want only their work to speak for itself.” (Chapter 1)	“The more the urban middle-class see ‘people like them’ mucking about in garbage, the more they will face up to the issue and start thinking about it [...] This leap from ‘it’s someone else’s job’ to ‘it’s my duty to fix this’ is what can transform our cities – this leap has to be made in the mind!” (Chapter 6)	“There is a specific purpose to making Amir (the garbage truck driver) talk. X and V are looking for cues on what really troubles him, what improvement in his daily working life he will really appreciate. Too often, well-meaning urban middle-class do-gooders think they know what the working class needs (gloves, better equipment and so on) and they get it so wrong. Listening without being judgmental is an art, and X and V are good at that. (Chapter 8)

You can read more about TUI’s story here.

“Human lives become more readable and intelligible when they are applied to narrative modes borrowed from history and fiction; and in function of stories people tell about themselves.”

Ricoeur, 1991

The set of traits chosen by The Ugly Indian is important. Their initiative is intentionally gentrified as they want it to resonate specifically with the middle class (as they are "people like them"). But at the same time, they integrate a reflexive understanding of their role as citizens by mentioning the need for a personal awakening ("this leap has to be made in the mind!") and further interaction with stakeholders outside of their network ("making the truck driver talk"), that will enable the common middle class citizen transition into the level of 'street and citizenship authority' TUI is at. On top of this, their clean drives back up this discourse, and while their identity remains incognito, the work is widely shared on social media every week -drawing a coherent narrative between their speech and their actions.

c) Interaction with audience: Finally, once the storyteller has created a coherent identity, its sense of purpose must also be evident for the audience. The possibilities for this are endless, but I would like to draw attention to the super-hero narrative chosen by both Blank Noise and The Ugly Indian. Both groups are seeking an internal awakening in their volunteers by juxtaposing their experiences with what a 'hero' would do in the same situation.

Bangalore Hero video on The Ugly Indian:

“Our message to all Bangalore citizens is simple. Go out and be a hero on your own street.
Take charge of it. Don’t be helpless. You have the power. You just need to go and use it”

Blank Noise's Action Hero game:

The Action Hero Game is built on a series of personal challenges in the city.
The game is simple. Your game partner and opponent is you.
There is no one method or quick solution to be an Action Hero. 
Each potential Action Hero goes to a new area in his / her city. On arriving there potential Action Heroes receive 'challenges' via phone messages 
Action Heroes across locations receive a set of 6 tasks over 4 hours via sms
If you don't wish to do a task (eg task 1a) text us and we will send you another task (eg task 1B) 
Are you an Action Hero? 
Find out! Play this game!

Blank Noise Action Hero
http://bit.ly/1fld8cV

“Share your Action Hero experience: An Action Hero sets new rules for behaviour. She could experience fear and threat, but devises ways to confront it. Being fearless is a process. Every person is a unique Action Hero.Tell us how you said NO to sexual violence. [...] This blog set out to record testimonials of when and how you became an Action Hero; documents and shares the memory of when you surprised yourself, did the unexpected. [...] You are an Action Hero not by the magnitude of what you did but how it made you feel. You are an Action Hero by the way you define your own Action Heroism. We don't have a reference for you.]

They both advance ideals of courage, fearlessness and responsibility in the public space through their campaigns. These are not only desirable traits by any citizen -let alone marginalized or silenced voices in the case of Blank Noise- but the strategy also speaks to a language of hope and empowerment we can relate to at a human level. It sheds light on our fears, our limits and the extent to which we are willing to use our power to act.[3] Mediating this message with digital technologies also creates the illusion of an omniscient narrator who is drawing the volunteers' path to heroism and guiding their journey through it. As Ricoeur puts it: "there is no self-understanding that is not mediated by signs, symbols and texts; and self-understanding will coincide with the interpretation given to these mediating terms" (1995) It is ultimately the interpretation the volunteers give to this ideal, and the magnitude to which they identify with it, what will determine their eagerness to emulate it and translate it into action. As said in the last post, one of the faculties of good storytelling is turning the experience being told, into the experience of those who are listening (Benjamin, 1955).

Before moving on to how 'action' unfolds in the performance, it is worth reflecting on the role of narratives, identities and mediation in collective action. Why do we need the hero narrative to mobilize agents? Why is heroic citizenship the gold standard and why does it work as a method for engagement? The topic is unfortunately out of the scope of this post, but the next one will attempt to address how identities as these ones can mediate our agency and action in the public space.

******

Access Part 2 here to look at the role of actors and the stage in performances to explore the role of agency and the public space in storytelling. We will also draw some final conclusions relating this back to the Making Change project.

Footnotes:

[1] Refer to Nishant Shah's Whose Change is it Anyway?. He argues that global audiences engage with local causes that embody "spectacles of the rise of the citizen". This is problematic as the more significant -less visible/undocumented- acts remain unnoticed, while they may be central to understand what it means to make change in a networked and information society. He posits we need to move beyond this 'spectacle imperative',recognize the context of these revolutions and re-evaluate how we conceptualize 'action'.

[2] Novelty: Quick exercise: run a quick google search of the words: ‘storytelling + social change’. You will find stories by influential magazines and publications, including Forbes, the Huffington Post and Open Democracy, all from 2013-2014. ‘Storytelling’ seems to be the newly (re)discovered tactic to advance business and social impact objectives, noticed by activists and corporates alike.

[3] For more on our power as agents and the role of narrative and identity, refer to Paul Ricoeur's work on the selves and agents (Oneself as another) and narratives (Time and Narrative). "As the most faithful articulations of human time, narratives present the moments when agents, who are aware of their power to act, actually do so, and patients, those who are subject to being affected by actions, actually are affected." Resources here: http://stanford.io/1c0pUwQ

Sources:

Benjamin, Walter. (1977): "The storyteller."89.

Gauntlett, David (2002), Media, Gender and Identity: An Introduction, Routledge, London and New York.

Giddens, Anthony. "Modernity and self-identity: self and identity in the late modern age." Cambridge: Polity (1991).

Holland, Lachicotte, Skinner & Cain, (1998). Identity and agency in cultural worlds. Cambridge, MA: Harvard University Press.

Hull, Glynda A., and M. Katz. (2006) "Crafting an agentive self: Case studies of digital storytelling." Research in the Teaching of English 41, no. 1: 43.

McCloud, Scott. (1993)."Understanding comics: The invisible art." Northampton, Mass

Miller, P. (1994). Narrative practices: Their role in socialization and self-construction. In Neisser & Fivush (eds.), The remembering self: Construction and agency in self narrative (pp. 158-179). Cambridge: Cambridge University Press.

Miller, P. & Goodnow, J. J. (1995). Cultural practices: Toward an integration of culture and development. New Directions for Child Development, No. 67 (pp. 5-16). San Francisco, CA: Jossey-Bass Publishers.

Ochs, E., & Capps, L. (1996). Narrating the self. Annual Review of Anthropology, 25, 19-43.

Ricoeur, Paul (1991). "Narrative identity." Philosophy today 35, no. 1 : 73-81.

Ricoeur, Paul. (1995) Oneself as another. University of Chicago Press,

Urciuoli, B. (1995). The indexical structure of visibility. In B. Farnell (ed.), Human action signs in cultural context: The visible and the invisible in movement and dance (pp. 189-215). Metuchen, NJ & London: The Scarecrow Press, Inc.

Vivienne, Sonja (2011). "Trans Digital Storytelling: Everyday Activism, Mutable Identity and the Problem of Visibility” Gay & Lesbian Issues & Psychology Review 7, no. 1.

For more details visit https://cis-india.org/digital-natives/making-change/storytelling-performance

I never asked for it 2

denisse — 2014-02-23T10:52:15Z

For more details visit https://cis-india.org/home-images/Ineveraskedforit2.jpg

I never asked for it 1

denisse — 2014-02-23T10:51:14Z

For more details visit https://cis-india.org/home-images/Ineveraskedforit.jpg

Blank Noise

denisse — 2014-02-23T10:38:30Z

For more details visit https://cis-india.org/home-images/ChicagoBlankNoise2.jpg

The Ugly Indian

denisse — 2014-02-23T10:34:59Z

For more details visit https://cis-india.org/home-images/BatmanTheUglyIndian2.jpg

SMC 3

denisse — 2014-02-12T06:46:42Z

For more details visit https://cis-india.org/home-images/Comic3.jpg

egomonk 2

denisse — 2014-02-12T05:38:13Z

For more details visit https://cis-india.org/home-images/EGOMONK2.jpg

egomonk 3

denisse — 2014-02-10T11:55:56Z

For more details visit https://cis-india.org/home-images/EGomonk3.jpg

EgoMonk

denisse — 2014-02-10T10:30:13Z

For more details visit https://cis-india.org/home-images/egomonk.jpg

Sartaj

denisse — 2014-02-10T10:16:56Z

For more details visit https://cis-india.org/home-images/Sartaj.jpg

Storytelling and Technology - Sartaj Anand

denisse — 2014-03-12T11:43:19Z

This post outlines the general characteristics of storytelling. The second section is an interview with Sartaj Anand, the founder of EgoMonk and BIllion Strong, who talks about storytelling as a strategy to build trust at the intersections of business and technology. This is the first of a series of installments exploring the potential of storytelling for social change.

CHANGE-MAKER: Sartaj Anand

ORGANIZATION: EgoMonk & Billion Strong

STRATEGY OF CHANGE: Leverage technology by focusing on the relationship between people and technology, and build trust by localizing and personalizing communication

METHOD OF CHANGE: Storytelling

“We all have something to say. Question is: will anyone listen?”

Understanding Comics
Scott McCloud, 1994

Today, everybody seems to be talking about ‘storytelling’. From activists to corporates; they are all jumping on this nostalgic bandwagon and embracing once again an enthralling habit of yesteryear: the ability to tell good stories. The practice has taken an identity of its own. It's distancing itself from its roots in oral tradition, and morphing into a state-of-the-art communication strategy. This is no selfless trend, though. Behind the hype, lies their thirst for (your) attention, and the belief that they do not only have a story to tell, but that it is a story that matters. In the context of “making change” particularly, when political and social crises emerge, the public space is flooded by a series of narratives and discourses as told by different actors. This explosion of stories culminates in an overload of information that could end up saturating its intended audience. This is not only undesirable, but dangerous when underneath the noise lies a message important for human dignity and survival. So, what is it about a story that will make it worthy of your attention? And how can this seemingly simple, yet complex tactic culminate in further engagement?

To explain storytelling as a method to create change, I will focus on how this practice can be utilized to enhance visibility and effectiveness of advocacy practices, as outlined in the research overview. I will start by unpacking ‘storytelling’: focusing on its purpose and functions. I will also look at the the relationship between the storyteller and the audience, and also at how storytelling redefines ‘the public space’. Although I will be putting my best effort to explain the workings behind his method, I will rely on the storytellers themselves to learn about the power of well-crafted and well-delivered stories to make change. This opportunity’s change-actors: Sartaj Anand, The Ugly Indian, Blank Noise, come from different fields and will show very different perspectives of how the narratives of change utilized in their stories, re-articulates how users/citizens/customers interact and experience content.

Telling Stories

So, what is storytelling? And what makes it so different from other forms of narration? I consulted the work of German philosophers Walter Benjamin and Hannah Arendt to unpack the nature of this practice and its ability to transmit knowledge.

“the storyteller takes what he tells from the experience and he in turn makes it the experience of those who are listening”

W. Benjamin, 1977

In Benjamin’s essay “The Storyteller” (1955) he laments the demise of storytelling: “less and less frequently do we encounter people with the ability to tell a tale properly [as if] the ability to exchange experiences [had been taken away from us]”. Having its origins in oral tradition, storytelling for the most part consists of taking experiences worth sharing and disseminating them in the community with a specific, and according to Benjamin, a useful purpose in mind. It could be a moral, a maxim or a practical advice (1977), but at the end of the day, the audience takes away a new piece of information it did not have at the beginning of the story. This lesson may be related to the past of the storyteller or one of his characters, but its value lies in how it can now be extrapolated to the audience’s future.

Ann Rippin's rendition to The Storyteller by Walter Benjamin. Visit her wordpress here.

Hannah Arendt, German-American philosopher from the early 20th century also had a lot to say about storytelling and ‘narratives’. She understood it as a framework, backed up by a strong tradition of its own, and a structure that embodies how our mind works: “the mind doesn’t simply re-create sequences of events as they occur, but it creates new sequences and integrates events into appropriate existing sequences; the mind is constantly forming narratives” (Kieslich, 2013.). This understanding of the practice goes beyond Benjamin’s proposition that we become part of the narration as it occurs. Arendt posits that our mind is already manufactured to construct sequences and connections in the same way in which we build stories -as opposed to the way we structure our essays, novels or tweets- before we tell them. Being such an embedded cognitive process, it feels familiar, comfortable and natural, which derives into a “critical appreciation” for the events of the story, and leads you to make deeper connections on how they relate to your life (Oni, 2012).

(Read more on Arendt and storytelling here: The Story of Reconciliation – Hannah Arendt Center)

However, both Benjamin and Arendt’s analysis is still very focused on the oral vs. prose question. Entering the 21st century we face the question of the role of digital technology and our highly visual culture in facilitating, amplifying or limiting the process of storytelling. On this point, I jumped to the end of the 20th century and looked at one of the many forms of storytelling: the comic. Scott McCloud’s “Understanding the Comic” (1994) takes you through the whole process of creating a coherent interplay of words and pictures that “convey information” and/or produce an “aesthetic response in the viewer”. Why are aesthetics important? , Because, according to McCloud, the inclusion of art is both the rejection and affirmation of our human condition. On one hand, art (or how we respond to it) is a rejection to our basic instincts, allowing us to express needs beyond survival and reproduction. On the other hand, it is a vehicle through which we assert our identities as individuals and pursue a “higher purpose and truth” (1994). Digital storytelling is imbued with visual stimuli: pictures, videos, graphics, that enhance the sensory experience, and as we explored in the Information Design posts (Find Part 1:Information Activism, and Part 2: Information Design) create new (and deeper) channels to approach and understand the message delivered by these stories.

Excerpts of Understanding Comics by Scott McCloud

From these three perspectives we understand the following about storytelling. It is:

A practice rooted in the tradition of sharing experiences

Participatory and interactive: the experience of the storyteller becomes the experience of the audience.

The purpose of storytelling is to pass on a message, moral guidance or practical advice to the audience, through its content.

The form or structure of narratives is determined by sequences of facts and events, which is the same way we build stories in our minds.

The experiential and familiar nature of storytelling makes it easier to engage with and relate to.

The inclusion of images, art and media produces an aesthetic response in the viewer, providing the audience an opportunity for self-expression and freedom.

Translating these characteristics to the theme of the Methods for Social Change project (how to build a sense of citizenship and civicness through technology-mediated practices. More here): storytelling (re)emerges as a promising vehicle for political change, especially when in par with the “technological possibilities” of our times (Benjamin, 1977). If we choose to entertain this thought, we find how its roots in community traditions make stories an excellent meeting point to form solidarity networks and stronger offline communities to sustain activism. The logical and sequential format of stories are interesting mediums, not only to transmit new ideas on citizenship and engagement; but make them relevant and appealing. Finally, 'the moral of the stories' are seeds for introspection and reflection, that may shape how we understand our role in society as a whole. At the end of the day though, it is storytellers who will lead this journey and meeting them is the first step to gauge how the theory of storytelling unfolds in the practice.

In the next section, we will meet some of the actors utilizing this method in different fields - and there are plenty of storytellers out there, gifted in skill and practice conveying an array of messages to an equally diverse public- but before moving on I will close with an excerpt from Lisa Disch’s essay that brings all these points together:

“[Storytelling] is more adequate than arguments to depict ambiguities of a multidimensional social reality”

In other words, it is a practice that strips narratives from all ornaments, displaying the complexities of humanity in its most intuitive and experiential form.

(Story)Tellers

Great storytellers: creators who devote their resources in controlling

this medium to convey their messages effectively”

Understanding Comics
Scott McCloud (1993)

Our first storyteller is Sartaj Anand; an India-based entrepreneur, founder of the innovation and strategy consulting firm: EgoMonk and active member of TED, Ashoka, Sandbox, Kairos Society and the Pearson Foundation networks (More about his work in his Social Good profile). His self-described “unreasonable dream” is to impact one billion people with his work and create “life-changing experiences”. He strives to do this by a) leveraging the relationship between people and technology and b) through his recently launched non-profit Billion Strong. Also, as opposed to other change-makers we’ve interviewed in the project, he comes from an engineering and business background; bringing a for-profit perspective into our melange of multi-stakeholder approaches to change.

The following interview touches on digital storytelling as one of the ways Anand is using to leverage technology. His vision highlights how you cannot disconnect people from the processes you are utilizing to impact their lives. Incorporating a more humane focus in the way we use technology, and in how we construct stories, is according to his experience, the best way to have practices resonate to and be appropriate for the public.

Sartaj Anand,

Founder of EgoMonk and Billion Strong

Tell us about your background and the intersections of your work with technology.

I started with an engineering background and my thesis was on language processing; figuring out how people talk and how that needs construction data. Fundamentally at some point, I figured out that technology is not the problem, people are; so that’s how I moved into my current focus in business: which is innovation strategic consulting. I frequently rely on technology to enable or actualize change but I don’t necessarily create it. The challenge is how we leverage the technology we have [...] and that’s where I can add the most value.

How do you leverage technology in the context of making change then?

I leverage technology in terms of using it but focusing on the ‘people’ side of it”: the relationship between people and technology. That’s the main intersection point. [...] This is what I mean when I talk about technology, innovation, social structures and change.

Ideas for Change from Sartaj Anand

Economically, business models have to replicate and service society. If businesses serve their people, they capture maximum value and gain efficiency over ten, twenty years (and this is appealing to all the capitalists in industrial businesses). However, towards the course of these years a lot of things can change and you progressively become more and more outdated. When you have this premonition, that's the point when you need to step in and cannibalize your own business model.

For example, for seven years, music labels sold cds only. Then Apple came in with iPods and digital music downloads. After milking this for 10 years, what it should have done is fortify it and start streaming music to capture maximum value, like Spotify did. [...] This is a model EgoMonk works with and we try to communicate these things to our clients. They have the power to execute it, but they have to internally feel confident with all their stakeholders, whether it is for-profits with their board; or non-profits with donors and program partners. This is a choice we need to commit to. A lot of the problem in the change process (technology enabled or otherwise) is trust building. At the end of the day you are working with people, and this is a challenge.

In order to build this trust you must be aiming for a deeper and personal communication with your clients. How are you including this in your business model?

We focus a lot on communication and that’s something we rely on increasingly; and I found it has to have a Why-What-How model -borrowing from Simon Sinek's gold circles. In that order.

Storytelling 101 from Sartaj Anand

People don’t buy the 'what' of it, without the 'why' you do it. For example, Apple is great because it works to improve your life, to inspire you, amuse you: make your life better. What they do comes second: Apple is an electronics company, an application company. Last is the how: It makes the iPhone. We apply a similar model and this is something I apply in my storytelling also. I’m a believer that every story has to have an end or a moral: something that is more hopeful and optimistic. Rely on that but decide that also, I’m not the only one around: stories are increasingly personal and local.

Given the personal and experiential nature of storytelling, I assume it is a challenge to mainstream it in your services. Tell us more about the practices you are using to implement it and how they break from more traditional communication practices in the past.

EgoMonk

EgoMonk is an Innovation and Strategic Management Consultancy (More about EgoMonk here). Particularly this means that:

a) We start with the hypothesis that we don't know everything. With that in mind, we borrow amazing frameworks from amazing institutions. For example, Holacracy; (a “purposeful organization” technology that changes how the organization is structured, how decisions are made and how power is distributed); 'How will you win' philosophy from traditional large companies,, where they equate every decision to a couple of questions like what's your winning aspiration?, where will you plan?, how will you win?, what capability systems/processes need to exist to make this a sustainable practice that outlives you? This approach gets us halfway there, [especially] working with people who haven't had access to this before.

EgoMonk's services

b) We localize it. We work with high impact entrepreneurs and turn their life goals into a four week plan. We frame it: What happens if after four weeks, you die. If these are four weeks you have to live: what really matters to you? What do you want to accomplish professionally and personally? Once you go through that exercise we say: What can continue sustainable during your life? What can you take away? We focus on timing and what you have to do. Once you put that concept of mortality into every day's existence, you start behaving differently.

c) We work with gamification. For example, we worked in a factory and completely changed the incentivization for their workers into something that is more fun. The challenge was: how do you improve the process of well-being in an industrial environment. How do we make working enjoyable for them? This model consists of short-term rewards: if you work really hard over this much time, you get 10 points and this gets you a (reward) with your family. This has never happened before.

Billion Strong

Billion Strong is a platform. We want to impact a billion people and mobilize a billion dollars every year. The concept behind it is that the future is completely decoupled from our reality. It is highly utopian and right now we are not there and my hypothesis is that we'll never get there because our perspectives and assumptions keep evolving. This non-profit aims to accelerate the future in our lifetime so we can at least enjoy some of its benefits. It focuses on six things: culture, mobility, technology, art, nutrition and divinity. Each of these will be used as levers to impact a billion people. In the case of Billion Strong, user adoption is the most frequent challenge you face in the non-profit space. I will explain this using our first two projects:

a) Project 1 - Divinity:
We want to take religion, God and spirituality as a lever to impact people. A manifestation of this is the release of an open source tool kit to convert religious institutions into co-working spaces.

Centers of religion are:

Everywhere and permanent

Well known by the community

Community centers

Safe

Non-profit and non-taxable

Underutilized 99% of the time

Disconnected from youth

Centers of religion have always been centers of education and community oriented, but within the last generation they've become prayer halls, and I think this is the wrong way of using this infrastructure. There are a couple of narratives being negotiated here (See box to the left).

In this case [the open source tool-kit] has a framework, and it is dynamic to the point where your choices in real time will influence the policies of this place and their physical manifestation. So you ask questions in a flow chart: Do you want men and women to work together or not?; Do you have the ability to buy new furniture or you want to use the existing furniture?; when you ask these questions you navigate a flow chart, depending on your choices. They will lead to a different output and when they see that, it is immediately empowering. This is storytelling, and this what will help us navigate the adoption issues. It's essentially us saying you own it; you know exactly what is good for your own community. In terms of the narrative, each copy will be different and adapted to its language. It has to be made for this community and everything has to be localized for that story you are telling. The religious and cultural narrative needs to be blended into it.

b) Project 2 - Nutrition:
Meat consumption is a huge challenge and highly unsustainable. We will use kick-start mechanics in a mobile app to trigger and enable change in food habits. We are obviously very digitally inclined right now. It's easy to capitalize on that, but instead of giving them money, we will ask them to skip a meal, go vegetarian for today or for the week and we are going to support that.

Adoption is a huge challenge, so we'll ask them: Where do you stay? They'll say: Amsterdam [for example], and it will provide them with a template. If you are vegetarian for today, for the week, or the month, this is your meal plan and all you need. Users will find meals close to them and won't have to worry about it anymore. And we will map their impact in real time through info-graphics and data visualization. They will be constructing and visualizing their own story in real time and we’ll present it through different narratives.

We are also looking at multi-stakeholderism in this project. Both EgoMonk and Billion Strong seem to be a combination of business, technology and communication strategies. Why multi-stakeholderism?

Three reasons:

a) The future is multi-domain. You will never understand the whole picture if you say: I’m only going to solve water, but what about the pipes, the roads, the environment, infrastructure, cultural issue. One domain is no longer good enough. You will never be a complete expert of the complete ecosystem.

b) Adoption models will always be a challenge and right now it’s a compromised formula. Now it's a zero-sum game. We literally need to escape that and make it future-oriented; make it 1+1 through partnerships.

c) Storytelling is also getting more mainstreamed into change management and multi-stakeholderism. At the end of it, if you tell a good enough story, you can sell and get people to believe in your projects. This inherently builds partnership models. There is something that is permission marketing: all sales in the future are relationship based and indirect sales.(E.g. Red Bull is all about the experience) That’s how we have to be when we talk about multi-stakeholderism. Everything needs to be built in.

_____________________________________________________________________________________________________________________________________

** Next installment will look at how storytelling enhances visibility and accessibility, and how it is being used by Urban Governance groups in Bangalore.**

Sources:

Arendt, Hannah (1994) Essays in Understanding Edited with an Introduction by Jerome Kohn. The literary Trust of Hannah Arendt Bluecher.p.308
Benjamin, Walter. (1977): "The storyteller."89.
Disch,Lisa Jane (1994) Hannah Arendt and the limits of Philosophy. Cornell University Press. p.172-173
Kieslich, Ingo. (2013) "Walter Benjamin, Hannah Arendt: Storytelling in and as theoretical writing." PhD diss., Vanderbilt University,
McCloud, Scott. (1994)."Understanding comics: The invisible art." Northampton, Mass
Oni, Peter (2012). "The Cognitive Power of Storytelling: Re-reading Hannah Arendt in a Postmodernist/Africanist Context."

For more details visit https://cis-india.org/digital-natives/making-change/storytelling-sartaj-anand