I recently bought the original Star Wars trilogy on DVD. Together, the people in my household have been watching them one by one. Unbelievably, everyone under my roof have not seen these movies up until now, except for me. I have had to explain how one could not truly understand American culture until a person has seen—no experienced–those movies.
Most Americans have not only seen the Star Wars movies, they have memorized them. But I’ll even take it a step further. Most people have in some way become a part of the Star Wars narrative. They have bought the merchandise, dressed up as a character a time or two, had some sort of light saber battle, and/or had some sort of theater experience.
My Mom was pregnant with me when she saw the first movie. I saw the re-releases at a giant theater in southern California at midnight, where most people were dressed up and reciting the lines with the characters onscreen. Star Wars is a part of my story. It’s in my blood.
The reason why this is compelling is not because 1970’s special effects are still cutting-edge, or because no movies since have come close to that level of dialogue and character development. It is because Star Wars is great narrative, or maybe even the best narrative. That is what compels people to see it. But I’m not just talking about the story on screen. The greatness of the narrative has surprisingly little to do with the plot of the movies themselves.
Yes, the actual story in the movies is great, which is part of what fueled the original success, but there is far more than that. There are the special features-type stories of where the characters came from, how the ships were built, and even how Lucas came up with novel ideas for filming. People knew these stories long before home movies were even around. But beyond that there are stories of “where I first saw…” and memories of all the times that each person somehow interacted with the idea behind Star Wars. Star Wars is not a movies series, or even a brand. Star Wars is a story…and it is all part of our stories. And that is what sets Star Wars apart.
Star Wars is not peculiar in this regard, it is just a great example. There are other movies, TV shows, books, and even events. Nor is this a new phenomenon. What is new is how communications technologies have transformed the popular consciousness and ways of processing information to make this concept of narrative far more important than ever before.
The Revolution in Culture
But the same point about movies is true about companies, products, and political candidates. Truly, the world is nearing the end of a revolution in communication, a revolution that has changed very fundamental parts of the way people think and act, and ultimately is very good. But, like any revolution, those who can’t evolve and those who refuse to understand will be left far behind.
You can see the revolution all around you. You see it when you realize that movie blockbusters get people to wait in line for hours to sit through a brief film that won’t affect their lives all that much, while no one waits in line to hear a sermon on Sunday morning. People flock to Lady Gaga concerts, when no one would suggest that she is the best musician on the scene. But beyond these examples, the viral videos and memes of the Internet all become part of the lingua franca of our culture. The evening news reports of riots in Egypt have been largely replaced by youtube videos and tweets of the average people there. Story has become not only the message, but the way that messages are communicated, and the way they are absorbed.
Why is this the case? It is because people crave the narrative. People think in story. A good story will draw people much better than a sermon about “3 ways to be a better dad.” People love the narrative of Lady Gaga much more than her music. Story motivates, enthralls, and ultimately inspires action. And it is this concept that will either be a key to success for future leaders and motivators, or guarantee failure in the new social setting of the 21st century.
The 2008 Election
This is why people like Barak Obama and even Sarah Palin have seen success in the last few years. The election of 2008 was a lock for Obama long before any votes were actually cast. It had nothing to do with race, or even hatred of Bush. It was really all due to one simple fact: Barak had a compelling narrative that people felt a part of, and McCain had none.
Remember the election? Barak Obama stood for hope and change. He stood for people chanting “Yes we can!” He was the mixed-race son of an immigrant. He talked a lot about what he believed and what we could achieve, and seldom talked about how we could do it. What was his economic plan? What was his health care plan? How was he going to extricate us from Iraq and win in Afghanistan?
This isn’t to put him down. It wasn’t that he didn’t have a plan, or even that his plan wasn’t any good. Those issues don’t matter to his success, and didn’t matter to those voting for him in the election. He wasn’t elected on his ideas. He was elected on his narrative. That is also the reason why people react to criticism of Obama with such rabid ferocity. To attack his idea is to attack the narrative, and the narrative is not just his story, it is theirs. That is why they wear his face on T-shirts, buy magazines and books with him on the cover, and give him Nobel Peace prizes before he’d accomplished anything.
What was McCain’s narrative? He actually has a great one. He’s a warrior from Vietnam who spent years being abused in a POW camp. He is also a long time warrior with results in the Senate. But during the election, he suppressed all of that in order to focus on the whats and hows of the issues. When the recession hit hard, he suspended his campaign to come up with ideas to fix it. That was very admirable, but it further removed him from the story. Further, although the memory of Vietnam is still rather fresh for many Baby Boomers, it is not the narrative of the last 20+ years, and it certainly could not have been the central narrative of the 2008 election.
When election day came, people did one of three things. Some voted for Sarah Palin’s narrative. They marked McCain’s name, but it was the narrative of Sarah Palin that motivated them (look at the polling for McCain before and after her entry to the scene). Some voted against Barak Obama, for one reason of another. But many more than either of those two groups joined in the Obama narrative. Barak won decisively.
Narrative in 2010
In the 2010 election, the story was reversed. The narrative now was all about a “Tea Party.” New leaders had arisen, talking about fiscal responsibility, and tying their stories to the story of the founding of the country. They adopted the American story as their own, and called people back to the ideas that America was originally built on.
Speakers for the Conservative movement started talking about George Washington, Thomas Jefferson, and the Constitution. The message was pretty simple, American exceptionalism as a kind of gospel, the Founding Fathers as apostles and martyrs, and the Tea Party leaders as evangelists of this new gospel.
Average Americans were showing up at rallies and speeches, joining the new narrative with their own. No longer was the message about what one was being told by Rush Limbaugh. Now people were calling Rush Limbaugh to tell what happened in their city, and they were posting photos on Facebook and hash-tagging it on Twitter. The Mainstream media and liberal commentators were trying to stop it by using terms like “Tea-baggers,” but they were playing into the very hands of the movement. They were simply adopting the narrative.
The Democrats had no counter. They had no narrative. Health care reform had passed. They were in charge. There was no compelling story to sell, and no story was told. The base was barely engaged in the election. Even Liberal veterans in states like California were afraid, and digging their claws in to hold on.
The election was a landslide. The story was believed and it motivated people to go to the polls and vote for their favorite story that now included them. The incredible momentum of 2 years ago now seemed like a political eternity.
He Who Tells the Story…
Narrative is now the main force in American politics. In a way it always has been, but now the image-makers and strategists cannot ignore it. The winners of elections and the leaders with true influence will be the ones who control the narrative, and even more importantly include the average voter in that storyline. The money and power of elections will be not the ones who spend the most on TV ads and bumper stickers, but the ones who leverage social media, viral video, and who tell the most compelling story.
This is because these media are where the narrative is being communicated, and further where the whole tale goes viral, where it joins with the people’s own story. Facebook for instance, will not be nearly as important as just another type of billboard or position statement, but as a way to interact, and hand the baton of the story off to the community. Successful leaders must think conversation more than TV ad. For when Sarah Palin puts up a message on Facebook, people hear it. But when someone comments on the message she just put up, in a real way now they feel as though they have entered into the conversation with Sarah Palin, and their friends are all now included.
This is not to say that money on print and TV ads will not be important. On the contrary, those who don’t get their story told to the biggest possible audiences will have no ability to control the narrative or include others in it. Nor does the focus on social media mean that money can simply be thrown into these technologies in the same way that they are thrown into TV and print.
The real center of power, and money-making potential will be in crafting the narrative and handling the exchange between one way communication and conversation. The challenge will be in making the message become a story, and making the candidate’s story become the people’s story. And the ability to control and manage that narrative will be the difference between the future John McCains and the Barak Obamas. -Ryan
For further research on this, watch this incredible lecture by Simon Senek on Ted.com