Terminology of the Narrative Ecosystem

The narrative ecosystem uses language from both Communications and Narrative studies.

The storytelling boom is firmly located within communications practice — but the study of stories is firmly located within literature studies: those who produce stories typically use language from Journalism, Media & Communications studies, and those who study stories typically use language from Literature & Narrative studies.

However — some words are shared across both disciplines, but are used differently. As a rule of thumb:

  • People who study stories are most interested in the text itself.

  • People who produce stories are most interested in the opinions expressed in the texts.

This Glossary is intended to support communication between those who study and those who produce stories by providing simplified explanations of terms introduced by one discipline, or terms that are used differently by each discipline (indicated with *). Request edits or additions here.

For definitions, consider: The Living Handbook of Narratology, The Living Glossary of Digital Narrative, The Encyclopedia of Ludic Terms and The Narrative Directory.

Content or copy

Ethics*

Ethical storytelling

Impact storytelling

Corporate Storytelling

Narrative*

Narrative change

Narrative landscape

Narrative power

Narrative Research*

Narrative Research*

Narrative strategy

Story*

Organizational storytelling

Rhetoric

Rhetorical narrative

Story*

Strategic storytelling

Ethics*

Instrumentalized storytelling

Media narrative

Messaging

Narrative*

Literature & Narrative

(L&N would refer to this simply as “text”).

Stories narrated by a corporation.

Within L&N, “ethics” generally refers to ethical questions related to a story — or the telling of a story. More.

(L&N would refer to this as “instrumentalized storytelling’).

Personal stories that are used by an organization or corporation as an instrument — usually of a strategic campaign.

Generally refers to a type of text — with a beginning, middle and end — that gives an account of events from a specific point of view e.g. a “narrative text”. Also refers to the techniques and devices employed within the text to create audience effect.

Analysis and critique of personal narrative texts to understand how people “make sense” of their own experiences.

Stories narrated by an organization.

Argument.

Most commonly refers to a narrative text; often used interchangeably with “narrative”.

(In L&N this would be referred to as corporate, organizational or instrumentalized storytelling.)

Within J, M&C, “ethics” usually refers to the factual correctness of a text e..g. if a text is publishing facts that are true or false.

The practice of impact storytelling — by a nonprofit, NGO or social change organization — without causing harm. Usually, this topic refers either to harm caused by perpetuating stereotypes within the text of the story, or harm caused by the story production or telling process.

Stories told by a nonprofit, NGO or social change organization to describe the human impact of that organization’s work.

(J, M&C would refer to this as “strategic storytelling” or “impact storytelling”).

The dominant (or most common) point of view of an event as narrated by media publications, most commonly news publications.

The point of view of a public figure (or organization), communicated through spokespeople and public communications. Often used interchangeably with “narrative”.

The most common usage is describing a point of view. For example, the “narrative” of an organization would be that organization’s point of view on the issues it is concerned with.

The work of persuading public opinion on a social issue.

Mapping and measuring the opinions of the public and media on a social issue.

Political power gained through influencing public opinion.

Public opinion research, typically collected through surveys. (Example)

Interchangeable with “narrative change”.

(J, M&C would simply refer to this as “strategic storytelling” or “impact storytelling”).

(J, M&C would refer to this as messaging.)

(J, M&C would refer to this as “strategic storytelling”.)

Usually refers to a published article (or “piece”) published by the media.

The practice of telling stories as a tactic, e.g. a PR strategy or marketing strategy.

Journalism, Media & Communications

The written text of a communications product, e.g. social media post or website article.

(J, M&C would simply refer to this as “strategic storytelling”).

Others’ Definitions

Online resources include:

Narrative

Narrative change

Narrative ethics

Narrative landscape

Narrative literacy

Narrative power

Narrative research

Narrative strategy

Narrative theory

Story

  • “Narratives are systems of stories that shape our attitudes and behaviors and help us make meaning of the world around us.” — The Math Narrative Project

  • “Narratives are the ideas and themes that permeate collections of stories. The ideas can appear in any structure, and are articulated and refined repeatedly in a variety of stories and messages.” — Narrative Initiative

  • “Narrative is another word for story.” — BBC

  • My Story, Your Narrative: Scholarly Terms and Popular Usage in The Routledge Companion to Narrative Theory discusses the change in use of “narrative”.

  • “A narrative, story, or tale is any account of a series of related events or experiences.” — Wikipedia

  • “Narratives (are) collections of stories circulating within a society that convey themes, frames, and worldviews that are collectively recognized, understood, and embraced by its members.” — BLIS Collective

  • “A narrative consists of a collection or body of stories which together convey a common worldview or meaning — an interpretation of the world and how it works.” The Narrative Directory.

  • “Narratives are sets or patterns of stories that contain beliefs about the way the world works. They provide meaning and a lens through which to intepret issues, causes, and life events.” ORS Impact

  • “Narratives are patterns of stories that are held by individuals or groups and contain beliefs about the way the world works. They can be harmful, beneficial, or a mixture.” Liz Manne Strategy

  • “Narrative change is an effort to counter, modify, or replace existing narratives by creating and deploying new or different narratives.” — The Math Narrative Project

  • “Narrative change rests on the premise that reality is socially constructed through narrative, and that in order to bring about change in the world we need to pay attention to the ways in which this change takes place.” — More at The Narrative Directory.

  • “Narrative change is a change in the narratives that circulate within public discourse: either in the set of narratives in circulation (ie. which narratives are used) or in their relative prevalence (i.e. which narraties re used more or less frequently), or both.” ORS Impact

  • “Narrative ethics explores the intersections between the domain of stories and storytelling and that of moral values.” — Living Handbook of Narratology

  • “A narrative landscape is a map of the harmful and helpful narratives that affect how people think about, talk about, and make decisions about your cause.” — Narrative Initiative

  • “Narrative power refers to the ability to shape and control the stories told within a society, including which ones are told, who tells them, and how they are interpreted.” — Shanelle Matthews and Marzena Zukowska

  • “The ability to tell stories that shift the mental models and cultural mindsets that define our cultural norms.” — The Narrative Directory

  • “Narrative research is the study of circulating stories, where they come from, how they spread and coalesce, and how they impact public sentiment, policy, and broader culture. Applied narrative research encompasses all of this, with the crucial addition that it is designed, from start to finish, to serve movement strategy, with the ultimate goal of deepening collective power.” — BLIS Collective

  • “Narrative strategy is the practice of sharing connected stories to forge, spread, and reinforce beneficial narratives and counter harmful ones.” — Liz Manne

  • “Narrative theory starts from the assumption that narrative is a basic human strategy for coming to terms with fundamental elements of our experience, such as time, process, and change, and it proceeds from this assumption to study the distinctive nature of narrative and its various structures, elements, uses, and effects.” — Project Narrative.