Narrative

Bruner's foundational argument that narrative is not decoration but a primary mode of thought — the way humans make meaning, not just communicate it. Theoretical grounding for all narrative strategy work.

Classic HBR framework identifying five decision-making styles and how to tailor persuasion approaches to each. Widely used in advocacy and communications strategy for stakeholder mapping.

A craft-focused chapter on moving between the concrete and the abstract in writing and storytelling. The ladder of abstraction is one of the most useful tools for making complex issues feel tangible.

Why does a story move you when a statistic doesn't? Suzanne Keen's foundational theory maps the actual mechanics, bounded, ambassadorial, and broadcast strategies of narrative empathy that explain why fiction reaches people facts can't.

Ganz's influential framework for building public narrative through Story of Self, Story of Us, and Story of Now. The theoretical backbone of much leadership and civic organising training globally.

Argues that climate communications has been stuck in a problem-issue frame and proposes a shift to an action frame rooted in agency. Offers a practical narrative architecture for campaigners.

What can climate communicators learn from advertising, screenwriting, and psychoanalysis? FrameWorks went outside its usual circle of experts and came back with eight transferable lessons for narrative change.

A full reframing toolkit for aviation advocacy, developed by Stay Grounded. Demonstrates how to shift from technical-regulatory arguments to values-based frames — a replicable methodology for other sectors.

Examines the shift in global climate media from a Global North-dominated agenda to increasing Global South production and leadership. Documents what is changing — and what structural barriers remain.

Tests whether narrative transportation — being drawn into a story — increases self-efficacy and intention to act on climate. Finds that story-based communication outperforms factual information for motivating behaviour.

A toolkit "simple enough to act on, not just read". Built for Tanzanian media with input from journalists, scientists, and legal experts, it pairs storytelling with practical guidance and a reminder: most of its intended audience hasn't even heard the term "climate change."