CHAPTER 13Brand, Organizational, and Political Stories
FINDING BIG STORIES that capture the essence of an organization, candidate, or brand is the Holy Grail for many newcomers to storytelling. They seek the kind of story that resonates and “travels” like a virus. A story that is simultaneously personal and collective. A story that sweeps attention and conclusions to a desired position. During the Bush administration, the story that “Freedom is on the march” was powerful, motivating, and funneled new data (even contradictory data) to fit this story. This story is a war metaphor that transforms news stories within one frame: either helping to win or lose freedom. Complex “on-the-other-hand” news analyses take longer than a sound bite, seem to ...
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