An Un-reframe and Factors, Context, and Channels

We can pretty much ignore everything I wrote two posts ago. After a lot of confusion, I’ve finally realized that my original premise is still a worthwhile endeavor, not only despite, but because it was validated by the IRL outpouring of people into the streets to protest our new president. Though I thought for a while that I was refocusing on storytelling as a way to humanize the narrative around climate change, now I realize that it’s more like I’m tightening my focus. I’m not getting rid of the idea of inducing distress, but I have figured out how to do it. The real difference between my work this semester from last is I am now trying to evoke that sadness through empathy rather than through self-pity. I’m feeling good about this distinction. I’ve now got the why, the what, and the how (sort of).

This is, thankfully, an area where I don’t have many questions and I feel pretty confident about the decisions I’ve made. In the workshop in class today we breezed through my matrix, DaYoung and Gahee were super helpful, asked a lot of good questions and brought up some ideas I hadn’t thought of before. Behold:

The persona I used in this case is a busy, middle class, educated liberal.

Their needs are fairly straightforward. They lack time and maybe money, the want access to quality information, and an easy entry point into taking action that works for their schedule.

The context that they live in is essentially their identity. Because they are educated, they are convinced by the data and believe that climate change is caused by human activity. However, the effects are distant from their lives and they aren’t quite sure what actions they can take that will also work within the constraints of their responsibilities.

I feel confident that the most successful channels to reach my audience will be social. Recommendations from friends, peers, and even their children will have a greater impact than ad campaigns or government interferences, like taxes or regulations. 

Major factors to consider include attraction, sustaining long-term commitment, and reciprocity.

Karen Vellensky