Counter and Alternative Narratives Copy

What is a narrative?

A narrative is something that happens to someone that teaches us something.

Narrative can be defined as:

“a system of stories that share themes, forms, and archetypes” or
“a collection of stories told from a particular point of view”

There are 4 types of counter and alternative narratives

1. Factual counter narratives

Factual counter narratives point out flaws in the narrative of the extremist group, which is often displayed using fact-checking. However, this method may not help to change the behaviour or opinion of the target audience.

2. Moral counter narratives

Another method is using a moral counter narrative, pointing out that violent action is not a moral way of achieving aims. This can be a useful method if the messenger has an ethical or moral influence over the target audience.

3. Humour or sarcasm counter / alternative narratives

Using humour and sarcasm may be useful in de-legitimising the narrative of extremists.

4. Positive and alternative narratives

By creating proactive, positive and alternative narratives, one can strengthen positive, inclusive and constructive voices. In providing an alternative for grievances and feelings of injustice, individuals can be empowered to use their ambitions to make a constructive change.

Case Study: Fakery Cake News

This campaign may have been humorous, however it had a pretty low online reach. This may have been a result of a poorly defined target audience, or unclear goals for the campaign.

Campaign video for the Fakery fake news initative: http://fakery.org/

Counter and Alternative Narratives Copy

What is a narrative?

Case Study: Fakery Cake News

Further reading: