In a cultural era that is so heavily shaped by the stories and influence of lightning speed media, the notion of narrative analysis has emerged as a powerful method for being able to understand how such information is created, spread and perceived by audiences.
Rather than simply deciding if a story is true or false, this more in depth approach tackles how the stories are told, what language and structure is used, what themes are being addressed, and how the overall package is shaping understanding of people, ideas and events.
So what is narrative analysis, really? At its very core, it is an investigation of how storytelling can affect perception. From viral social media posts to highly shared political speeches, the ways in which these particular stories are told can often matter more than the facts (or lack of) shared within them.
The ability to understand the mechanics of such content with narrative analysis software is essential for everyone from marketers to journalists to security professionals and more.
In order to get to grips with what is a narrative analysis, one needs to understand what the method is setting out to uncover in the first place. In its purest form, narrative analysis aims to identify patterns in online communication, including emotional triggers, repeated phrases, selective framing, character roles and such. It should be seen as a subset of thematic analysis that zeroes in on specific storylines and how they emerge and grow.
Key questions in this kind of analysis include:
• What themes are being repeated across different platforms and stories?
• Whose voice is being amplified, and who is being left out?
• Are events being framed negatively or positively?
• Are story arcs being used like hero vs. villain or crisis to solution?
All of these elements combine to make the story structure that has the power to frame public perception. Through participating in narrative analysis, one can much better understand why certain messages go viral and others don’t gain traction.
Some data analysis insight can be gained through detecting narrative data that subtly shifts in meaning, which can include:
• Pointed choice of loaded terms and adjectives.
• Patterns in the timing and repetition of content across outlets.
•The use of symbols and imagery designed to be emotional.
In what arena does narrative analysis actually make the largest impact? The answer boils down to, essentially, any arena in which storytelling can intersect with power. This can be in journalism, political campaigning, marketing and domestic/international intelligence.
Just a few of many different domains that are affected include:
Used to unpack the framing of content, as well as identifying source bias and any deliberately emotional tones in the coverage.
Helping to understand messaging tactics used, and how leaders work towards shaping public opinion.
Identifying any emotional levers that are being used to connect certain products with targeted consumer identities.
Ability to trace identified storylines being used to influence operations, or being used for purposes of propaganda. Each of the highlighted fields relies on stories that influence, potentially more than they inform. This is where using narrative strategically becomes absolutely key.
Examples of this include:
• A political leader framing a downturn in the economy as the fault of foreign sabotage.
• A brand opting to consistently use language related to ‘rebellion’ or ‘freedom’ in order to target younger consumers.
• An online movement shifting its language around a protest in or to associate it more with chaos and violence than with civil rights.
Mastering the art of narrative analysis allows you to see the intentions and mechanics behind these choices.
The truth is that digital spaces are starting to be shaped more by storytelling than by data. From forums to social media platforms to content-sharing websites, narratives don’t simply emerge, they are crafted, spread and optimized for maximum impact. As a result, sophisticated online threats now come in the form of competing and opposing storylines, designed to stir emotion, distort collective memory and build echo chambers.
In this context, understanding ‘what is narrative analysis’ means being able to recognize influence at the earliest stages of operations. It is crucial to know that strategic storylines don’t just appear at random, they are always designed, tested and ultimately disseminated with a specific goal in mind.
A current example of narrative analysis within digital spaces might involve:
• Tracking recurring slogans or phrases across unrelated accounts.
• Marking coordinated changes in tone from facial to emotional.
• Identifying repetition of a particular quote or video clip, covering multiple regions or languages.
Looking through this lens shows how narrative analysis can highlight how messages are being spread, and why they are resonating with certain groups.
In order to keep up within this ever evolving and complex landscape, Osavul has developed a sophisticated suite of narrative analysis tools that can track how stories emerge and adapt in real time. The tools can be utilized by professionals in all of the abovementioned journalism, security and strategy fields to help dissect the anatomy of any digital narrative.
Stand out features of the Osavul tools include:
• Language shift detection that can spot any changes in terminology and tone.
• Theme coordination that can bookmark common phrases or emotional hooks across selected platforms.
• Narrative mapping that assists in visualizing the spread and evolution of any story across multiple regions.
Consider the act of tracking a developing international crisis. Initially, coverage will focus on the reporting of facts, but over time, emotion filled storylines begin to take over and competing agendas emerge. Osavul’s tools can assist in highlighting these shifts when they happen, along with identifying which stories are gaining traction, and from where they are being amplified.
In this sense, using narrative as a tool isn’t just reactive, it can also be strategic and proactive.
Ultimately, in a digital world that is dominated by ‘stories’, narrative analysis is essential for providing a crucial lens into understanding how influence is achieved. It goes beyond the power of traditional data analysis thanks to the ability to tap into the more thematic, emotional and structural elements of online communication.
With the help of the right tools offered by Osavul, organizations no longer have to be at the mercy of sophisticated and persuasive storytelling attacks, but rather control the narrative. When they can be mapped and understood, they can be shaped in response.
