Communicating the Commons
Objective of the project
The objective of this project is to design a communication strategy for the commons as meta-narrative to accelerate the emergence of a sustanable thrivable world. Framing communication, message as well as media, adjusted to different audiences (worldviews, priorities and stakes) so that they are received and acted upon in the most effective and convergent way.
The rationale for the commons as meta-narrative is developed
here, how it can apply to initiatives in the field of sustainability is further detailed
here In short:
- The commons is at the same time something complex to get a full grasp of, and something that can resonate at the deepest level in each of us and help lay the bricks of a deeper structure.
- It is difficult to grasp in its wholeness because people experience it and relate to it in different ways.
- Resonance can be activated by seeking people where they are at, unleashing the potential they have in them and the care & concern for commons that is there in ways they can understand.
- There is an opportunity for a convergence of commons, integral and sustainability approaches.
- A commons communications strategy can help make communications and actions towards sustainability and thrivability more effective. It would enable action at several levels.
Our goal for Commons as a metanarrative is to:
- Reach out to communities and initiatives beyond the traditional Commons movements and discourse
- Communicate the ethos of the commons and the necessity of nurturing abundance and the commons in all its forms to various tribes who do not necessarily recognize themselves in the traditional commons discourse. >> Connect to people's worldviews AND to priority or preferred area of focus
- Orient the maximum of change vectors toward co-option proof commons memes -growth of the commons as 'source of wealth', ultimate 'social benefit', or 'profit' generated by an economy?-. etc...
- Create from the beginning a provision that commons of all forms need protection against enclosure, artificial scarcity, and any form of abuse and co-option and must be sanctuarized, nurtured, replenished and grown collectively. We need to define and include ways to probe the limits of the system and make appropriate corrections.
- Create a communication framework and campaign to spread this out, set up the principles and mechanisms than will help it expand virally and self-organize... based on:
- Micro-narratives linking existing initiatives to the commons
- Collecting and creating stories, taylored to various audiences and goals.
- Such campaign would include a People Sustainability Treaty on the commons.
The PST would be geared towards helping different parties and key stakeholders involved in sustainability figure out from where they are at how to create the conditions for the emergence of sustainable practices and a thrivable world. What we had in mind for the treaty was to bring together:
- the idea of the Commons as guiding vision for a paradigm shift
- principles of complex living systems
- types of practices and guidelines to foster this on the ground.
All this in the simplest form understandable by anyone.
This will support the work of the Commons Action for the UN group as a follow-up of post 2015 initiatives and Rio+20 discussions
The elements of the process
A planning process for this strategy would comprise:
- Identifying the external goals of the commons: getting clear on deliverables and what we would want people to get action on in the areas of civil society, government and business.
- Mapping the various perspectives through which people relate to and resonate with the commons:
- What is the commons, how does it relate to me, why does it matter to me, my tribe, the world? Collecting and diffusing relevant memes through story telling.
- Finding the 'commons logic' in existing sustainability initiatives and alternative memes, highlighting what is already a commons but not visible, and identifying the actors who have the capacity to move things.
- A stakeholder analysis to find leverage points: identifying the main stakeholders, what is at stake for them, and the authority, power and influence they have to make things happen. Developing strategies to reach and communicate with key stakeholders in ways that ties in with the way they see the world.
- Developing a platform and tools to roll out communication campaigns.
Inquiry methodology For each meme/group of memes:
Find how the meme/group of memes relate to the commons and our desired outcomes/deliverables. - In what way does this meme help the commons, how can it be 'formulated' in relation to the commons, to help the commons related memes and outcomes more.
- In what way is it, to what point could it become a threat to the commons?
- What principles can we spell out to make sure the limits are known and paid attention to?
- How can this be 'changed' in a way to help the commons more and prevent risks of co-optation and degeneration?
Using an 'integral' approach in relation with a stakeholder analysis.
see Barrett Brown's reference
Find how this play out along the following dimensions, in connection with a stakeholder analysis:
- Systemic: What existing structures and systems can help bring this about?
- Cultural: What existing shared values and visions are moving in this direction?
- Behavioral: Which individual actions are already showing the way?
- Psychological: How does this relate to individual mindsets, world views and perspective
The first three are more or less contained in the 'memes', 'alternatives', possible answers. And a stakeholder analysis will help us get a more precise insight.
The fourth is to be developed as detailed below.
Relation to sense-making styles and worldviews. - How do our goals and the previous findings translate in terms of worldviews and sense making styles.
- For each the of view, what are the paths between 'business as usual' i.e. the models we would like to depart from, the alternatives that connect people to the commons from the closest to where they are at, and our goals/desired outcomes, so that a transition can take place by 'translation' -mathematical and mecanical sense....
Making this actionable
- How can this be made applicable to the strategic stakeholders we will have identified.
- How can we help, what tools can we produce to help people more broadly navigate this path amd get onto a discovery journey... and help change agents do their job more effectively...
Ideally we would create a communication charter or series of blueprints for artists, communicators, change agents to adapt and spead out. And some form of navigable map...
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