The Power of Shifting Narratives, Expectations, and Consciousness

Abstract

This chapter assesses why narrative matters, and how a shift in narrative can be a lever to advance change. Dominant narratives reflect the prevailing social and political assumptions about what is most expected, valuable, or desirable and, therefore, worthy of investment and effort. Narratives do not just reflect assumptions, however—they also reinforce them. By telling people what to care about, narratives drive assessments of good and bad, right and wrong, success and failure. Moreover, narratives influence what policies and programs are implemented by power holders. The chapter then considers a constructive approach which would promote a narrative about progress that is centered on well-being, inclusive of economic factors. It also looks at opportunities, challenges, and best practices for changing narratives.