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RASHAD ROBINSON

BUILDING NARRATIVE POWER

PAPERS AND PRESENTATIONS FOCUSED ON STRATEGY, INFRASTRUCTURE & CONTENT FOR CULTURE CHANGE AND NARRATIVE CHANGE STRATEGIES.

TELLING THE RIGHT STORY ON RACE DURING COVID-19

A guide for effectively advancing racial justice: communicating about the realities, causes and solutions related to current attacks on our health, economy, democracy and future.

“Beyond policy fights, the real contest is over culture: we must establish new ways of thinking about people of color and race in general. But we cannot establish new norms, or hold people accountable to them, if we are defaulting to old ways of thinking and communicating ourselves.”

“Black people are not vulnerable, we are under attack. Politicians, corrupt media and corporations malign, target, exploit and neglect Black people and Black communities. That is not about vulnerability we should pity with charity, that’s about injustice we should change. Saying ‘vulnerable’ is just one more way we’re branding Black people as the problem, not the solution.”

CHANGING OUR NARRATIVE ABOUT NARRATIVE

A high-level outline of the strategic thinking required to create the right story about narrative change, and the infrastructure required to build true narrative power.

“Narrative power is the ability to change the norms and rules our society lives by. Narrative infrastructure is the set of systems we maintain in order to do that reliably over time.”

“How well we manage brand narratives may affect how people think about issues far more than how well we manage issue narratives themselves.”

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