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Dramatic strategy ...
- ... moves audiences,
- empowers them to play a role and
- realigns them with a higher purpose.
The method was flawlessly employed by Steve Jobs who announced the MacOS 10, by staging a funeral for Mac OS 9.
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356 reads
Dramaturgical model of communication
Focus on communicating meaning by enabling followers to become emotionally invested in change by being part of the larger narrative.
This communication approach spurs its constituency through imagination towards a common goal.
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Considerations for dramaturgical approach
- Leaders should "manufacture" meaning.
- Narratives are enhanced when storytellers bring the audience into the present.
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Four phases to "manufacture" meaning
Framing: Use words that amplify values, stress the vision’s importance and, if necessary, disparage opposition.
Scripting: Assign protagonist and antagonist roles. The word “we” eliminates potential tensions.
Staging: Requires logistics, settings and props that imparts meaning.
Performing: Enact scripted behaviours and relationships.
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