2013 Creative Commons license

BATTLE OF THE STORY WORKSHEET

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ELEMENTS OF STORY OPPOSITION OR STATUS QUO STORY (THEM) ADVOCATES / CHANGE AGENTS (US)

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2013 Creative Commons license

F = FRAME THE ISSUE+VLZ[OLTLZZHNLZL[[OL[LYTZHUKKLUL[OLZ[HRLZVM[OLPZZ\L&+VLZP[YLPUMVYJL[OL]PZPVUHUK]HS\LZ[OH[`V\HYLWYVTV[PUN&-YHTPUNTLHUZKLUPUN[OLWYVISLT^OV^PSSILIYVHKS`PTWHJ[LKHUK[OLZVS\[PVU+VU[JVTT\UPJH[L`V\Y[HJ[PJZ^OH[`V\HYLKVPUNI\[YH[OLY^O``V\HYLKVPUNP[

R = REFRAME OPPONENTS STORY & REINFORCE OUR FRAME 4HRLZ\YL`V\YTLZZHNLPZUV[Q\Z[YLP[LYH[PUN`V\YVWWVULU[ZMYHTL9LMYHTPUNTLHUZJOHUNPUN[OL[LYTZVMKLIH[LVU[OLPZZ\L+VLZ[OPZTLZZHNLJHZ[UL^JOHYHJ[LYZYLKLUL[OLPZZ\L^P[OKPMMLYLU[]HS\LZVYL_WVZLHMH\S[`HZZ\TW[PVUVM`V\YVWWVULU[&

A = ACCESSIBLE TO THE AUDIENCE >OVPZ`V\YTLZZHNL[Y`PUN[VWLYZ\HKL&)LHZZWLJPJHZWVZZPISLHIV\[[OLH\KPLUJLHUKPUZ\YL[OH[[OLTLZZHNLPZJYHM[LKPU[LYTZVMSHUN\HNLJVU[L_[HUK]HS\LZ[OH[^PSSILHWWLHSPUN[V[OLT@V\YTLZZHNLZOV\SKHS^H`ZILMHJ[\HSILP[TH`ULLK[VIL[HPSVYLK-PUKPUN[OLYPNO[TLZZLUNLYZ[VKLSP]LY[OLTLZZHNLJHUOLSWTHRLP[JYLKPISL

M = MEME;OLTLZZHNLOHZNV[[VILTLTVYHISLLHZ`[VZWYLHKHUKZ[PJR `/V^JHU`V\LUJHWZ\SH[L`V\YTLZZHNLPUHZ`TIVSVYZSVNHUVYTL[HWOVY[OH[JHW[\YLZ[OLLZZLUJL&0Z[OLYLHUL_PZ[PUNTLTL[OH[`V\JHUYLMLYLUJLVYYLTP_Z\JOHZHWVW\SHYJH[JOWOYHZLVY^LSSRUV^PKLH&

E = EMOTIONAL7LVWSLKVU[Z^PUNPU[VHJ[PVUILJH\ZLVMHWPLJOHY[(ULMMLJ[P]LTLZZHNLZOV\SKZWLHR[VWLVWSLPU[LYTZVM]HS\LZ

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S = SIMPLE & SHORT;OPZKVLZU[TLHU[VK\TIKV^U`V\YTLZZHNL0[TLHUZ[VNL[[V[OLJVYLLZZLUJLVM[OLPZZ\L>OH[PZ[OLTVZ[PTWVY[HU[WVPU[VM[OLPZZ\L&>OH[PZP[[OH[THRLZP[TH[[LY[V`V\YH\KPLUJL&(ZQV\YUHSPZ[ZZH `KVU[I\Y`[OLSLHK3PRL^PZLHTLZZHNLOHZ[VILZOVY[7HYHNYHWOZKVU[ZWYLHK^LSSI\[WOYHZLZKV0M`V\HYLU[KPZ[PSSPUN`V\YTLZZHNL[OLUPUL]P[HIS`ZVTLVULLSZL^PSS ;OPZTVKLS^HZPUMVYTLKHUKWHY[PHSS`PUZWPYLKI`[OL:\JJLZZTVKLSVM^OH[THRLZHUPKLHZ[PJR`HZKVJ\TLU[LKI`*OPW+HU/LH[OPU[OLPYIVVR4HKL[V:[PJR9HUKVT/V\ZL ^^ ^THKL[VZ[PJRJVT

F.R.A.M.E.S. CREATING EFFECTIVE MESSAGES

AN EFFECTIVE MESSAGE F.R.A.M.E.S. THE ISSUE-9(4,:PZHZPTWSLHUKTLTVYHISLHJYVU`TMVYHJOLJRSPZ[VMX\HSP[PLZ[OH[OLSWJYLH[LHULMMLJ[P]LTLZZHNL4LZZHNLZHYL[OLIP[LZPaLKJO\URZVM`V\YUHYYH[P]L[OH[^PSSTV]L[OYV\NO[OL^VYSKPUW\ISPJZ[H[LTLU[ZJHTWHPNUTH[LYPHSZHUKTLKPHPU[LY]PL^Z;OLILZ[TLZZHNLZ^PSSLTIVK`[OLLU[PYLUHYYH[P]LHUKYLPUMVYJL[OLMYHTPUN[OH[`V\YNYV\WVYJHTWHPNUPZWYLZLU[PUN

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