Centre for Internet and Society

Digital Design: Human Behavior vs. Technology - Vita Beans

denisse — 2015-10-24T14:29:23Z

What comes first? Understanding human behavior and communication patterns to design digital technologies? Or should our technologies have the innate capacity to adapt to the profiles of all its potential users? This post will look at accessibility challenges for digital immigrants and the importance of behavioral science for the design of digital technologies. We interview Amruth Bagali Ravindranath from Vita Beans.

CHANGE-MAKER: Amruth B R

PRODUCT:
Vita Beans and Guru G

METHOD OF CHANGE:
Borrow elements from behavioral science and social marketing to make technology more intuitive.

STRATEGY OF CHANGE:
Make technology easy to use, fun and effective.

Chirptoons: Create Cartoons in a Jiffy. Designed by Vita Beans
(The animation seems to be skipping a few lines. Check box below for a transcript)
Design your own here: http://bit.ly/1dOEpPo

Transcript of animation:

Ajoy: Hi!
Usha: Hi! What will we talk about today?
Ajoy: We will learn to design digital stories!
Usha: What do you mean by digital stories?
Ajoy: What we are doing right now!.
Telling a story through a digital medium.
Usha: Oh! But what is so complicated about that?
You write a story and then you post it online What’s
the big deal?
Ajoy: This is true. But you want everyone to access
your story right?
Usha: Yes! Of course!
Ajoy: Then you need to think about your audience!
Are you sure they all know how to use this technology?
Usha: Well...no, not really.
Ajoy: Do you know what makes it challenging for them?
Or how to adapt technology to make it easier?
Usha: Eh, no...no clue :(
Ajoy: Then read on.Today we will take a step back.
We must think about human behaviour first!
and then design our technology accordingly.
Usha: Sounds good! Let's do it.

First off, apologies for such a feeble and sad animation. When I was given access to Chirptoons, I was quite confident I would be able to produce a somewhat interesting introduction to this post and get you excited about our next interview. However, between first-time user friction and a couple of glitches in the program, I found myself -a semi-savvy digital native who has been using technology, almost every day of her life, for the last 15 years- struggling to create the cartoon and clearly failing at it. The biggest challenge was translating what I had in mind into a digital format (The demo was very straightforward. I was just particularly inept), and it was frustrating to the point I decided to drop it, leave it as is, publish my unfinished cartoon and turn this post into a reflection on 'design challenges behind digital storytelling', so I could move on with my life.

What I experienced with Chirptoons is what many users: both digital natives and immigrants constantly face due to the pace at which new digital technologies are emerging. While the privileged demographic who has physical access to technology has a decent knowledge of basic web browsing and document processing features, there is still a very large gap in accessibility in terms of how to navigate more complex formats. At the end of the day, producers retain the creative power and determine the functions and flexibility of the technologies we use in the day to day. Just think of Facebook and its constant interface updates. We have all felt the wrenching need for that 'dislike' button to make our interactions a tad more honest, yet we have no power to create it or change Facebook's format to one that enables our needs better.

So far, we have explored information from different angles: as activism, as visual design, as stories; and how digital technologies have been used strategically to disseminate it. However, our analysis is lacking a better understanding of the digital. We have been focusing on citizens as technology 'consumers', and we have not looked at whether digital infrastructures are accessible enough for users to become 'producers'. The question is: how do we do this: how do we engage different users with different digital literacy levels, skills and aptitudes in the production of digital content? With this post we bring a new topic into our series: accessibility and Information infrastructures. This one will focus on design and the role of behavioural science. Our interview with Amruth Bagali Ravindranath, brought a very unique perspective into the conversation, from which I would like to highlight three points:

a) The importance of behavioral science for design. Amruth stressed why we need a thorough understanding of behavioral and cognitive science in the design of digital technologies and how crucial it is to investigate the decision processes and communication strategies of humans to make technologies user-friendly and context appropriate.

b) How public relations and social marketing concepts can also provide insight on how to target and engage potential users more effectively. This point starts to answer some of the questions we raised on the Information Design post: thinking about the citizen as a consumer. This point also works as an alternative take on how to target civic engagement through technology.

c) How to engage different type of users: not only the digital native, but also digital immigrants[1]

who still play crucial roles as information gatekeepers in fields such as education or urban governance.

Vita Beans

We interviewed Amruth Bagali Ravindranath, Founder of Vita Beans to answer some of these questions. Vita Beans’ mandate is to create inspiring, easy-to-use applications in areas of education and human resources, to share knowledge in innovative, fun an effective ways. The logic behind their technological framework is trying to mimic the profile of the human brain linked to decision making -including economic, evolutionary, emotional, and psychological elements- and design their applications based on these patterns. Some of the products they offer are cognitive skill development applications, game based learning applications, educational technology research, among others, and their latest educational product: Guru G was chosen by the Unreasonable at Sea program (by Unreasonable institute & co-founder of Stanford d.school) as one of the 11 companies changing the world.

"We are trying to adapt to how the user wants to use something, rather than expecting the user to learn. This is essential in the education space to make things work".

Guru G is a "gamified teaching, teacher training & open certification platform", that aims to democratize access to technology for quality teachers. Rather than focusing on the student as most education technologies do, Guru G believes that teachers are the most important element of the education system. Enabling teachers, means quality education will reach the lives of hundreds of students during their professional life time, and with this in mind, Vita Beans designed a platform that is engaging, easy to use and intuitive, designed specifically with teachers, schools and governments in mind.

Unreasonable Barcelona: Anand Joshi, Guru-G from Unreasonable Media on Vimeo.

Inspiration

"Teachers don't use and don't like to use technology"

The idea came from the products Vita Beans had already developed for the education space, such as their text2animation & text2game prototypes. They had produced over 80 collaborative games teachers were using in the classroom. Students play together in teams and learn about different topics through the process of gaming. However, suddenly they realized teachers had great ideas they didn't know how to translate into a digital form because they did not have the knowledge or the skills to create digital content. This is, according to Amruth, the crisis they are trying to solve in the education space: the quality of teachers, access to good teachers and the difficulty for teachers to adopt new technologies were the biggest challenges. "

The design challenge

Their initial prototypes were designed with assumptions based on their gamification experiments with students. "We miserably failed with teachers and we discovered what a good gamification system for teachers looks like by prototyping with teachers and looking at the small things. It was an interesting learning experience." They identified two common reasons why they hesitated to adopt anything new in the classroom.

Teachers don't want to feel like they can't use something a student can.
Teachers can't visualize themselves using that tool, this there is an element of uncertainty and lack of confidence.

It was imperative for Vita Beans to switch focus: "Any tool you design, you expect to train the user to understand your tool, and if they refuse to do that; you blame them." They used their behavioural science background to come up with infrastructural solutions that solve the limitations from the outset.

The solutions

They started prototyping with natural language processing for their text2animation & text2game projects. NLP is a branch of computer science concerned with the interactions between computers and human languages. Teachers articulated their ideas in simple English and the program used NLP to take what they said, try to understand what they were trying to visualize and convert into programming language to build an animated movie out of it (like what we used to open this article -but with hopefully better results). Amruth was very confident about the potential of this prototype and shared with us that UNICEF might take it up and implement it as an open source animated video and game creation tool in Africa.

They also developed an adaptive navigation engine for one of their game based learning platforms; a tool that adapts to what you are trying to do: "There is no fixed way to navigate from one task to another. It tries to learn the closest action that each teacher is trying to do and it executes that. It tries to learn how the teacher wants to use it."' This was a success. They incorporated touch screens to make the product more intuitive and the teachers picked it up quickly.

Amruth claims they are the first in the world to develop a gamification platform specifically for teachers and the reason was their solution to the navigation issue. This experience also indirectly helped in designing Guru-G.

"Amruth Bagali Ravindranath talks about text2animation & text2game prototypes"
Amruth B R, at TedxMcGill. Courtesy of YouTube

These design solutions and the learnings from each project inspired the team to come up with products which have been adopted commercially across 10 states in India, reached 4000+ schools & over 3 million kids internationally through partners in India & North America. They have helped education companies build their primary and secondary school education products, (including one of India's top classroom technologies), have been covered by the media and won several entrepreneurship awards. More information here and on their website. Our question is: what is it about behavioral science that helped Amruth's team arrive to this epiphany in tech design?

Behavioral Science and Social Marketing

Comparing marketing to advocacy is bound to be met by resistance and perhaps controversy. I raised this question when we interviewed Maya Ganesh for the Information Design post, and stated the following in our conclusion: "Our consumption habits in the market are shaping how we process and interact with information in the public space. The possibility of 'consumer behavior' permeating modalities of activism, reinforces the need to explore more interesting strategies for information dissemination." Now that we are starting to look closely at the infrastructure supporting information, I will stubbornly return to the same question: to what extent should we borrow tactics for advocacy from marketing? and add: how much of it should permeate the design of digital technologies?

Amruth made a casual reference during our interview that triggered this thought. We were discussing the importance of understanding behavior patterns, when he brought up Edward Bernays. This man used psychoanalysis, psychology and social science to design public persuasion campaigns and could get masses to choose what he wanted them to without them realizing it. While this sounds awfully dangerous and manipulative, I would like to rescue the idea of understanding human behavior well enough to design technology around it and I will entertain this thought in the context of social change -please, don't judge.

Pillip Kotler, S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, wrote a paper bringing marketing and social change together: “Can social causes be advanced more successfully through applying principles, concepts and techniques of marketing?”. He defines marketing as:

"a sophisticated technology, that draws heavily on behavioral science for clues to solve communication and persuasion related to influencing accessibility. [...] Most of the effort is spent on discovering the wants of a target audience and creating goods and services to satisfy them" (Kotler, 1971)

This definition is a useful bridge to link marketing with accessibility of digital technologies. G.D. Wiebe wrote an influential paper on social marketing, that coined the question: "Why can't you sell brotherhood and rational thinking like you can sell soap?", that later influenced public information campaigns by USAID, the WHO, and the World Bank [2] . While he recognized how these models can to an extent commodify human behavior and social principles, he stressed that knowledge of behavioral science is a useful framework for product planning, that must be given a socially useful implementation. He developed the following criteria of considerations:

Criteria	Description
Force	The intensity of the person's motivation toward the goal -a combination of his predisposition prior to the message and the stimulation of the message
Direction	Knowledge of how or where the person might go to consummate his motivation.
Mechanism	The existence of an agency that enables the person to translate his motivation into action.
Adequacy	The ability and effectiveness of the agency in performing its task.
Distance	Estimate of the energy and cost required (by the user) to consummate the motivation in relation to the reward

Considering this framework is part of recognizing how knowledge circulating market networks affects our behavior. Nishant Shah addressed two ideas along these lines in the thought piece. First, he suggests us to recognize the negotiations that take place in the state-citizen-market ecosystem, and how they affect our rights, demands and responsibilities in society. Second, how this leads to a different understanding of the citizen as an "embodiment of these state-market negotiations". Keeping consumer behavior, and the forces shaping, enabling and constraining it in mind, is an interesting framework when we think of ourselves as information consumers -and as Yochai Benkler posits in The Wealth of Networks- in an ongoing transition to information producers. This also depends on how we think of information. We usually define content as information, but the structure and infrastructure are also pieces of 'information' we continuously shape through our interaction with technology. Hence, when we talk about making information accessible, we are also talking about producing legible and intelligible infrastructures.

Linking it back to digital technology

I am aware that the relationship we are trying to draw seems little far-fetched, but Amruth and the Vita Bean's team experience shows this behavioral-science approach, not only has a lot of potential, but is seldom explored in the education technology market. He told us about his success story with a behavior simulation engine. They used neuroscience as a base to build computer based activities and games to predict the behavior of its users on specific situations. They had an accuracy of 86%, which according to Amruth, is larger than every known psychological framework, and according to their testimonial, above most behavioral tests in the market (which only yield 20-40% of accuracy). Amruth said: "That was the first behavior research connection that brought us into the start-up space. Exploring games, exploring human behavior."

Design challenges in
mobile applications**

Make it noticeable
Make it useless if not shared
Manufacture peer pressure
Easy to personalize
Must evolve constantly
(static stories die)

We can also link these ideas back to storytelling. Amruth and I discussed what is the best way to use technology to engage users with digital stories. He made a good point at pairing up both processes: "What makes a storytelling session effective is how you contextualize a story for the person you are sitting with. As kids we are used to a one way process. As adults, stories are more interactive, so you may bring a new dimension, and the story might go in a very different direction. The technology must enable and reflect that." Compelling narratives must motivate the audience to interact with the stories, and digital devices must perform the same function. The infrastructure and interface of technologies must be intuitive, familiar and persuasive enough to sway users into interacting with it.

A way to do this is by pairing up technologies with the criterion above. In terms of functionality: provide them with a mechanism that translates the users ideas into action, that is efficient at enabling them, and that reduces the 'distance (the cost or amount of energy needed) to perform a task -as has been accomplished with Guru G in India. As for the force and direction of motivation, Amruth brought up some design challenges when discussing adoption of mobile applications [**"by analysing what increases the probability of a solution / campaign growing organically by word of mouth, going viral, and specifically what make something fashionable". See box on the left]. These challenges may vary from one application to the other but, at the end of day, the analysis and conceptualization of the product must be persuasive and empathetic with its users.

Making Change

To close our interview, Amruth and I talked about what it means to 'make change' through digital design. He believes 'making change' is composed of three elements:

Empathy: Your attempt to make change will depend on the amount of empathy you feel towards the people you are trying to create change for. "We spend time interacting with teachers, classrooms, just to get an idea of how the teacher thinks, empathize with prospective users".
Imagination: How you translate this empathy into solutions. "Imagination helps you think of as many solutions as you can to solve the design and adoption challenges"
Action: The most challenging stage according to Amruth: "If your technology is too hard to use, you will lose audience. If it's not impactful enough, it is trivialized. How do you reach a balance in making it effortless and yet, impactful?"

This post took a step back in our analysis of citizen action, to uncover a less visible space where change is also taking place: the intersection of the user with the machine. We seldom look at the relationship: producer-machine-consumer (and its multiple combinations) and how our behavior is being reconfigured by new digital technologies (in this project). The pace at which we need to upgrade our own operation systems, requires a degree of digital literacy that is not being facilitated by the state, the market or even civil society. Vita Beans, is one of the few examples of market actors working towards cutting the middle-man between users and digital technologies. If widely adopted, this model has the potential of re-organizing the state-citizen-market dynamic: from how citizens interact with the technology market to how new ways of producing and using technology might shape citizens' negotiation with the state.

This was also a set of explorations. It is a fairly new area in our research that will lead to more conversations with people who understand technology as an infrastructure and as material, as opposed to us- who often understand it as a practice, a space or an actor. Our goal is to bring content and infrastructure closer together, and make a stronger emphasis on inter-disciplinarity and multi-stakeholderism as a strategy to leverage change.

Footnotes:

[1] Refer to Marc Prensky's Digital Native, Digital Immigrant, for more on the limitations of digital immigrants in the education space; "It‟s very serious, because the single biggest problem facing education today is that our Digital Immigrant instructors, who speak an outdated language (that of the pre-digital age), are struggling to teach a population that speaks an entirely new language". Access it here: http://bit.ly/IMBu0j

The CIS book : Digital Alternatives with a Cause, is also an interesting and comprehensive read of what comprises a digital native or digital immigrant today: http://cis-india.org/digital-natives/blog/dnbook

[2] The World Bank makes reference to G.D. Wiebe's thinking on their blog: http://bit.ly/1jNZVZA. Also refer to: Baker, Michael (2012). The Marketing Book. Oxford: Butterworth-Heinemann. p. 696 and Lefebvre, R. Craig. Social Marketing and Social Change: Strategies and Tools to Improve Health, Well-Being and the Environment\year=2013. San Francisco: Jossey-Bass. p. 4. for examples of these interventions. Finally, the Wikipedia page on Social Marketing explains the role of G.D. Wiebe in the field: http://bit.ly/1lw4jPV

Sources:

Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3).

Shah, Nishant “Whose Change is it Anyways? Hivos Knowledge Program. April 30, 2013.

Wiebe, G.D. (1951-1952). "Merchandising Commodities and Citizenship on Television". Public Opinion Quarterly 15 (Winter): 679.

For more details visit https://cis-india.org/digital-natives/making-change/digital-storytelling-human-behavior-vs-technology

Storytelling as Performance: The Ugly Indian and Blank Noise 2

denisse — 2015-10-24T14:30:15Z

This post compares the method of storytelling with performances. To illustrate this, we explore the narratives of the Blank Noise project and The Ugly Indian, two civic groups from Bangalore making interventions in the public space. Part 2 looks at the role of actors and the stage in performances to explore the role of agency and the public space in storytelling.

This is part 2 of our analysis of Blank Noise and The Ugly Indian, two civic groups thriving in Bangalore by making a strategic use of storytelling to intervene in the public space. In the previous post, we explored the mediums and narratives used by these organizations to craft an identity for themselves. This one will look at the impact of this identity on the agency and actions of their volunteers. We will also draw some final conclusions relating the analysis back to the Making Change project.

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

3.actor
ˈaktə/
1. a person portraying a character in [a dramatic or comic] production
2. a participant in an action or process

The cast of a production learns the script from beginning to end; rehearses the lines and internalizes the characters they have been chosen to represent. In the same way actors sustain the narrative of the production while they are on stage, we too act upon the identities we have chosen for ourselves in our day to day (Giddens, 1991). Oggs & Capps call this: constructing agentive identities: “participants assume agentive stances towards present identities, circumstances and futures” (1996; Hull, 2006). Embracing a set of traits and integrating them to the ‘story of the self’ (Gauntlett, 2002; Giddens 1991). This suggests there is a direct relationship between self-identity and agency, that will influence how we conduct ourselves in the public space.

As seen in the last section, The Ugly Indian’s self-ascribed identity frames their speech and action:

The Ugly Indian

We are a group of Ugly Indians who feel strongly about the state of visible filth in our cities.
Our philosophy can be described simply as: Kaam chalu mooh bandh. Stop Talking, Start Doing.
We believe in direct action, with a common-sense problem-solving approach. 
We do not finger-point or blame the system. We aim to make a change from within - 
one that sustains because everyone wants it and is comfortable with it.

This means the online identity of the organization (on Facebook, Youtube, Twitter and their website) must be consistent with the offline actions of volunteers in clean drives and TUI inspired activities.

Indira Nagar Rising	Koramangala Rising

TUI Clean Drives (Click to enlarge)
Photos courtesy of The Ugly Indian Facebook Album.
Visit the rest of the album here.

"[Join us] if you think like us, and want to achieve something meaningful in your immediate surroundings."

The Ugly Indian

Given the anonymity of the voices behind the narrative, the ideas and attitudes endorsed by TUI organizers can only remain at the discursive level, and it is TUI volunteers who collectively translate the set of beliefs into action. In other words, volunteers are the agentive extension of the movement, as they use their agency to execute the plan of action designed by the anonymous TUI organizers. The narrative in this case becomes somewhat of a ‘creed’ for responsible civic action, and while most volunteers choose to “stick to the script”, they are not really given the opportunity to explore their own narrative within.

In the case of Blank Noise, if we take another look at its mandate, it is collaborative by definition.

Blank Noise
Blank Noise is a public and participatory arts collective that seeks to
 explore the range of street interactions and recognize 'eve teasing' as
 street sexual harassment/ violence.

The processes to translate the Action Hero identity into action are far more open-ended than in the case of TUI. There is further room for volunteers to interpret what being an Action Hero means to them (as an identity), how they will respond to it (as agents), and how do they fit in the larger context of the Action Hero narrative (in the collective). The role of volunteers is to participate in the construction of a new narrative for the public space, defined by how women feel, what they think and do when they navigate it. It is not conclusive, and each intervention is an invitation for further dialogue.

"Adding agency to the equation gives the actor a purpose and new -revised- conception of the self and aligns its behavior with who he wants to be. "[2]

Blank Noise volunteers take ownership of who they want to be in the public space. Through their testimonials and actions, they do not only draft an identity for themselves, but they create one -or many- for the streets, for women, for men, for sexy, for safety. Stretching out our 'performance' analogy even further, their type of action is what we would deem improvisational theatre: the improvisation and intuition of BN volunteers takes over the dialogue, action and characters, as these are “created collaboratively by the players as [the play] unfolds in present time”[1]

4. stage
steɪdʒ/
a raised floor or platform, typically in a theatre, on which actors, entertainers, or speakers perform.

Finally, the stage. This is the space where actors display these learned identities in front of (or with) members of the audience. While stories are not necessarily presented on a conventional ‘raised floor or platform’, stories are meant to permeate "the stage" of the 'public space'. In spite of what Sartaj Anand told us in his interview: “stories as increasingly personal and local”, in order for them to trigger imagination and public discussion they must also be public and visible. Hannah Arendt posits in Essays for Understanding, that the task of storytelling is to extend the meaning of the actions, symbols and allegories into the public, making them visible to broader audiences and initiating a process of critical thinking among them (Jackson, 2002; Oni, 2012; Arendt, 1994). Hence, the role of storytelling in the public space has two functions:

a) Visibility:

Enhanced visibility is an extremely powerful asset. Narratives produced by activist-oriented storytellers do not only reflect greater autonomy of production, but also enjoy a wider rate of consumption[3] (Vivienne, 2011). From a tech-optimist perspective, multimedia representations of these stories further this visibility, making it also accessible to broader online audiences.

The Ugly Indian in particular thrives on visibility, due to its beautification mission. Its highly visible presence online is used to ratify the work they are doing to erradicate "visible" filth:

"X was a big fan of the Broken Windows Theory – which suggested that if a street looked ugly or neglected, it attracted more anti-social behaviour, while a well-maintained and beautiful street discouraged vandalism and often earned respect from passers-by. [...] Could the ugly Indian’s civic behaviour be a function of the environment and the signals it gives him? If so, could changing the environment change behaviour?" Chapter 7 - Nudge

In the case of Blank Noise, they use online visibility to re-introduce the testimonials collected through their interventions and installations, back into the public space.

Reporting to Remember (2009)

Triggered by the Mangalore pub attack, the report wants to compile a list of incidents involving attacks on/threats to women under the pretext of culture, tradition and religion.

By who:

Political parties
Religious groups
Individuals

2. Nature of attack:

who they attacked
why they attacked
You can also send articles/links explaining that.

3. When: Date

4. Location: Region.

Make a Sign (2009)
Volunteers were welcome to say anything they wanted.

What Blank Noise wants to say:
We are talking of safer cities not feared cities
We are talking of independent women, not paranoid women.
We are talking about collective responsibility- don't tell me to be even more 'cautious'.
We are talking about eve teasing as street sexual harassment and street sexual violence.
We are talking about autonomous women, not just mothers daughters and sisters amidst fathers brothers and sons.

Tales of Love and Lust

The vocabulary project, stems from a need to build a dictionary of 'eve teasing', Blank Noise asked participants to email in to comments and remarks they had heard addressed to them on the street. BN compiled them into an 'eve teasing' vocabulary.

The vocabulary was represented in the form of charts, school-style, simple lettering and graphics, in an attempt to desexualise and remove obscene reference from the terms that are used leerily at us on the streets.

Find the full list of interventions, campaigns and tactics here.

b) Political:

"[Politics is] the space of appearance that comes into being whenever men are together in the manner of speech and action, predating and preceding all formal constitutions of the public realm”

Hannah Arendt (1989) [4]

This visibility also re-conceptualizes how we do politics by creating political spaces. Setting up a ground for public discussion creates the opportunity to flesh out our ability to be political (Rawls 1971 in Sen, 2005). Hence, producing and consuming a story with, for and by the public, should constitute a political experience in itself -especially in the context of civic interventions as is the case of both our productions.

However, this does not seem to be the case for TUI. The identity of The Ugly Indian focuses on action; on collecting manpower to fill voids left by the state in waste management. In the words of Nishant Shah, they are aligning their work with needs and systems that have already identified by the state, as opposed to devising new modes of engagement or participation. Having said that, staying away from politics is an intentional mandate, and their focus today is removing all obstacles that stand between the middle class and their action in the public space; even if that includes extricating the group from its political nature. For now, spreading ‘action’ and its ‘visibility’ in the network is a priority. The bigger their beautification spectacle grows, the better.

Blank Noise has a different view of how to engage the middle class [5]. The group has identified the need to talk about ‘sexual harassment’ in public; a conversation that has not been addressed and is continually dismissed by the state. This void is hence being filled with stories and articulations of the communities involved [6],as a mean of resisting the stronger dominating narrative of silence around the issue. As opposed to TUI, the priority of Blank Noise is to reassert our ability to perform our role as active, visible and political agents in the public space; initiating a larger process of social critique in their network [7]

(We interviewed Jasmeen Patheja earlier in the project and discussed Blank Noise's political nature. Read the article here)

5. action! (and conclusions)
ˈakʃ(ə)n/
something done so as to accomplish a purpose.

As per definition, action must be purpose-driven, and throughout the last two posts, we have unpacked how this sense of purpose can be built using storytelling. We explored this looking at its methods, narrative identities, actors and spaces of action.

In the case of both organizations, storytelling was imbued in their organizational identity, the interaction with their volunteers and; the way in which they disseminate information. Expanding on what we said in the first installment on storytelling: its interactive nature makes it a tool for empowerment. The identities created by both organizations resonated so much with their audiences, that volunteers adapted their own identities and actions in the public space to align with them and participate in their initiatives.

The post also brought attention to the challenges of locating the ‘political’ within the spectacle. Storytelling as a mode of engagement is effective: it captures people’s attention and participation. However, it becomes problematic when the story becomes a creed adopted without question, as is the case of The Ugly Indian. The lack of opportunities to craft new arguments in public discussion leads to an equally passive participation to the one the group intended to eradicate. Citizens get involved without making critical connections with the material realities they are working to reverse. The citizen is trapped in the performance of citizen awakening and they are ceasing to articulate new ideas. In the case of Blank Noise, the political precedes the spectacle, but at the end of the day, it still relies on a visible and manageable network to disseminate its narrative and attract new story-lines and actors into the discourse.

On the issue of visibility: at the outset of the project we asked the question: what is it about the spectacle that makes it so enticing, and what can we borrow from it to strengthen political participation? [8]. This post visited the three elements that, according to Shah, makes an event visible: legibility, intelligibility and accessibility[9]; and started to answer some of these questions.

Performance	Storytelling	Visibility
Pre-production	The mediums chosen to tell the story (images, video, text, digital technologies) are used to give clarity to the message.	Legible
Screenplay	Creating (or borrowing narratives) from history and fiction makes stories easy to relate to, better understood and hence, better received by the audience	Intelligible
Actors	Acting out these identities shows the message was understood and internalized by the audience.	Intelligible
Pre-production	Digital technologies are effective at disseminating the story and making it more accessible in the public online space.	Accessible
Stage	Telling the story in the public (online and offline) space makes participation and interaction more likely.	Accessible

Finally, the main role of technology in storytelling is to provide and enhance visibility for stories (from all three fronts). As much as the thought piece criticizes the spectacle hype and suggests we move beyond it, this research is finding it useful to look further into: why visibility is desirable for advocacy and how it can bring new and different stakeholders into the process. At least, it seems to be working for The Ugly Indian and Blank Noise. Their outreach is for the most part online and digital media continues to be their best friend to scale up their visibility, showcase their actions and/or installations and sustain their narratives.

I will not make a conclusive statement on whether we should use storytelling for social change or not. However, understanding the power of stories and learning how to craft consistent narrative structures is -as Ameen Haque, founder of The Storywallahs told me- as fundamental for storytelling, as it is for activism: At the end of the day, "movements need supporters. Supporters need leaders; and leaders need to be good storytellers".

Footnotes:

[1] Based on the Wikipedia Definition of Improvisational Theatre. "Improvisational Theatre, often called improv or impro, is a form of theater where most or all of what is performed is created at the moment it is performed. In its purest form, the dialogue, the action, the story and the characters are created collaboratively by the players as the improvisation unfolds in present time, without use of an already prepared, written script." http://bit.ly/1hnByRp

[2] (Oggs & Capps, 1996; Miller, 1995; Hull, 2006).

[3] Refer to Sonja Vivienne's ethnography: Trans Digital Storytelling: Everyday Activism, Mutable Identity and the Problem of Visibility. She puts forward the experience of activists from the LGBT community who used storytelling to reassert, negotiate and in cases, expose their identities.

[4] Find resources to read more on Hannah Arendt's work on narrative and action here: http://stanford.io/1ge7JkX

[5] While the project does seek to collect voices across traditions, cultures, religions, etc; its reliance on digital technologies to crowdsource stories keeps the practice somewhat gentrified and homogenous. Lack of diversity in public discussion is a huge constraint for democracy, but from our conversations with Jasmeen, we understand this is a challenge to be tackled at a later stage of the project

[6] Refer to Nishant Shah's Whose Change is it Anyway?. (Page 29): "only certain kinds of discourses are made possible through technology-mediated citizen action. This discourse is often alienated from specific histories, particular contexts, and the affective articulations of the communities involved. It leads to a gentrification of contemporary politics that discounts anything that does not fit into the quantified and enumerated rubric of citizen action in network societies."

[7] Paulo Freire, the Brazilian educator and philosopher, was a strong proponent of using dialectics to question social structures around class, and stories come across as a way to link issues around power back to our personal experiences Refer to: Shor and Freire, 1987 and Williams, 2003.

[8] Some of the questions we have been exploring in Methods for Social Change: http://bit.ly/OCKrgy

[9] Refer to Nishant Shah's Whose Change is it Anyway?. (

Sources:

Arendt, Hannah (1994) Essays in Understanding Edited with an Introduction by Jerome Kohn. The literary Trust of Hannah Arendt Bluecher.

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.

Jackson, Michael. (2002) The politics of storytelling: Violence, transgression, and intersubjectivity. Vol. 3. Museum Tusculanum Press,

Oni, Peter (2012). "The Cognitive Power of Storytelling: Re-reading Hannah Arendt in a Postmodernist/Africanist Context."

Sen, Amartya. The argumentative Indian: Writings on Indian history, culture and identity. Macmillan, 2005.

Shah, Nishant “Whose Change is it Anyways? Hivos Knowledge Program. April 30, 2013.

Shor, I. and Freire, P. (1987) A pedagogy for liberation:dialogues on transforming education. Bergin & Garvey, New York.

Williams, Lewis, Ronald Labonte, and Mike O’Brien. "Empowering social action through narratives of identity and culture." Health Promotion International 18, no. 1 (2003): 33-40.

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-2

Vocabulary

denisse — 2014-02-26T15:47:25Z

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Make a Sign

denisse — 2014-02-26T15:35:22Z

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Reporting to remember

denisse — 2014-02-26T15:26:49Z

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Clean Drive 2

denisse — 2014-02-26T06:11:20Z

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Clean Drive 1

denisse — 2014-02-26T06:08:40Z

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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