Peace For Sale: Transmedia Storytelling + Behavioral Change + Peacebuilding

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Transmedia Storytelling and Social Marketing Peacebuilding PEACE 4 Sale

description

The application of Transmedia Storytelling + Behavioral Change to Peacebuilding and conflict transformation. Examples of behavioral change applications to conflict contexts and transmedia storytelling

Transcript of Peace For Sale: Transmedia Storytelling + Behavioral Change + Peacebuilding

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Transmedia Storytelling and Social Marketing

Peacebuilding

PEACE 4 Sale

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Conflict Analysis and Formative Research• What are the causes of conflict (Factors/Actors/Dynamics) • How does change happen in this specific conflict context?• What are we trying to change?• What actions could contribute to changing the behaviors of groups or

individuals?• What will be the purpose, scope and focus of intervention?• What level of change will we seek? Individual? Interpersonal?

Community (public sphere)?• What is the problem the program will address?• What is the context in which the problem exists?• Who will be our target audience?• What does the target audience think or behave as related to the

problem?• What does the target audience want in exchange for adopting this new

behavior?• What role does the target audience play in the conflict?• How much power do they have to change the situation?• What is the best strategy to reach the targeted audience?• What do we want the target audience to know? believe? Feel? Do?• Which messages and materials work best?• What is the best intervention (marketing) mix to solve the problem?

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Conflict Analysis

FORCE FIELD ANALYSIS + POSITIVE NEGATIVE DEVIANCE

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Target Audience• Segment Size: are there enough people in a segment to comprise a

useful market (target group)• Problem incidence: Are there higher rates of the problem or risky

behavior in some segments?• Problem severity: Are the consequences of problems more severe in

some segments?• Defenselessness: are the members of the segment able to take care of

the problem themselves (self-efficacy) • or do they need outside help?• Reachability: Are some segments harder to reach because they are

more difficult to find or require more • costly methods?• General responsiveness: Are some segments more ready, willing and

able to respond to the program than others?• Incremental Costs: How much more will it cost in money and effort to

reach additional segments? Is it worth it? • Responsiveness to marketing mix: Will some segments respond

differently to particular intervention mixes, • are there elements that require different strategies?• Do groups vary in the amount of resources available to them?• Organizational capacity: Does your organization have the expertise to

create and deliver differentiated strategies for different groups?

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Target Audience

SECONDARY CONFLICT CONSUMER• What are the most influence over the behavior of primary conflict

consumer?• How do they exert that influence?• What benefits would the secondary audience receive from serving as a

program intermediary?• What might be the barriers to involving them in the program?• What are the secondary audiences’ own knowledge, attitudes, and

behaviors related to the problem?

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What is the Change we want to see:

• Knowledge is what people in the target society know be true based on cognitive rather than emotional responses.

• Attitudes are what a people in the target society believe. These are often the reasons why certain knowledge is deemed important or why people engage in certain behaviors.

• Behaviors are what people in the target society do. Behavior is knowledge and attitudes made

What do we want the audience to KNOW? Feel (believer) or do?

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Understanding the target audience – participatory Story Banking

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Behavioral Change outcomes

Indicators

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Behavioral Change Pricing Strategy

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Health Belief Model

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Behavioral Change TheoriesTHEORY OF PLANNED BEHAVIOR

REASONED ACTION

• Attitude behind the behavior: what the individual believes about likely positive or negative consequences of the behavior and if they are important.

• Subjective norms associated with the behavior: the individuals belief regarding what significant people in his or her life think about the behavior and how much he wants to meet expectations.

• Perceived behavioral control: The individuals perception of the strength of external factors that make it easier or more difficult to carry out the behavior.

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Diffusion of InnovationDecisions are usually not authoritative or collective,

thus each member of the social system faces his/her own innovation-decision

that follows a five-step process:

• Knowledge: person becomes aware of an innovation and has some idea of how it functions,

• Persuasion: person forms a favorable or unfavorable attitude toward the innovation.

• Decision – person engages in activities that lead to a choice to adopt or reject the innovation.

• Implementation: person puts an innovation into use,• Confirmation – person evaluates the results of an innovation-decision

already made.

• Early adopters are drawn by the products intrinsic value.• Early majority perceive the spread of a product and decide to go along

with it, out of their need to match and imitate. • Late majority jump on the bandwagon after realizing that “most” are doing

it. • Laggards finally follow suit as the product attains popularity and broad

acceptance.

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Stages of Change Theory

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Stages of Change Theory

• Support repetition of positive reinforcements to behavior• Troubleshoot strategy plan if relapse occurs• Deliver on incentives or disincentives

5• support small steps towards change• Help find new reinforcers of positive change• Encourage/facilitate/supply social support for action

4• Engage commitment thru incentives or disincentives• Promote and support ownership of behavioral change• Negotiate handles

3• Values vs. actions (cognitive/emotional dissonance)• Support process• Minimize costs/ maximize benefits

2• Creative problem solving• Building trust• Inform

1

Intervention typology

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• Not a communications Campaign - Rather, information dissemination and persuasion to change behavior.

• A framework of communication, which uses the many methods and channels of communication to influence behavior change.

• Social marketing is a theory, and a practice – it is at the the intersection of strategic planning, social theory, communications and marketing.

, etc.

Social marketing

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Social marketing

Social marketing’s aim is to sell social change as a product in the same way a commercial marketer would sell a commercial good or service.

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STRATEGY DEVELOPMENT: THE Marketing Matrix

Product: • Core: benefit

to target market of desired behaviour

• Actual: desired behaviour

• Augmented: tangible objects and services.

Price: monetary

fees, incentives, disincentiv

es; nonmonet

ary incentives

and disincentiv

es

Place: Where and

when to promote that

the target population will perform behaviour or acquire any

tangible products or

services

Promotion: Messages, messenger

s, communica

tion channels

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the knowledge, attitude and peaceful behaviors to be adopted, or the tangible goods and services that support and facilitate the desired peaceful behavioral change (Kotler & Lee,2008)

PEACE PRODUCT

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Peace Products

Most peacebuilding interventions only offer augmented products: leaving

The user unprepared to continue the behavior.

Problem:

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Promotion

Communication Channels: where and when your messages will appear, distinct, of course, from

distribution channels

Creative Strategy: what will you actually say and show and how will you want to say it?

Messengers: Who will deliver your messages or be perceived to be sponsoring or supporting the

effort.

Messages: What you want to communicate inspired by what you want your target audience

to do, know or believe.

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Place

Face-2-Face

Hybrid

Digital/Media Space

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• Simple: one idea at a time Unexpected: message that stick will be surprising and counter intuitive• Concrete: messages should be readily comprehensible to the

human mind. Instead of statistics, abstract ideas or theoretical metaphors instead use things that can be examined by the human senses; sight, touch, hearing, taste.

• Credible: sources of influence that will be believed and received by the conflict consumer is vital.

• Emotional: messages that sticks are ones that people care about.

• Stories: In order to leverage “ suspense and surprise, arouse curiosity, portray vivid concrete detail and present human characters about whom you're your audience can care emotionally, you need to tell a story. Stories allow audiences to participate in the creation of meaning, seemingly arriving at their own conclusions which have greater credibility and power than any voice of authority in the modern world”

Messages

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Convergence

Technological convergence: the digitization of all media content

Economic convergence:

horizontal integration of

various mediums

Social and Organic

Convergence: seamless use of many media and

technological products

simultaneouslyGlobal

Convergence: cultural hybridity in international circulation of

media:

cosmopolitanism; such as feeling like

a citizen in a “global village”

Cultural Convergence:

“the explosion of new forms of

creativity at the intersections

of various media technologies, industries and

consumers.

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TRANSMEDIA STORYTELLING FOR PEACE STRATEGY

To use multi media platforms for narrative design and story around a conflict and peacebulding intervention. Multi- medium and channel tells a different aspect of the narrative.

• PLOT: Back story: The story is always amplified but never changed.• Participatory: Crowdsourced content: audience feedback and content is

added and often adds layers to the story.• curated content that is related to the issue or focuses on the same main

characters in the story.• Drives the peacebuilding objective forward • The peacebuilding perspective and narrative continues as the conflict is

transformed or as the objective is achieved. • Augmented reality and real-time events with the characters or real

persona’s in the story or can carry the story and change the direction (but not the message)

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Transmedia Narrative Design

Transmedia Narrative Design

Narrative Design

Storyworld

User Engagement

Interaction design

Behavioral outcomes objective

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HER SYRIA

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More Information

[email protected]@paxmanifest