Blog

Learning from the historic narrative of 2020

This article was originally featured on Blooloop in November 2020.

There has never been a year more full of narrative than 2020. Every day we have all been avidly following this new world, the twists and turns in the plot and listening to and engaging with some of the key players. Sometimes, this real-world narrative has even seemed like fiction.

None of us would have predicted the stories that have dominated this year. And yet, every step of the way they have informed our lives. We have been fully immersed in the narrative of 2020 like no other year in my adult life.

I’m not saying that the narrative of 2020 has been positive or enjoyable but it has been powerful. We have taken practical steps because of it, we have changed behaviours, purchased new products, managed our relationships differently. Sometimes we have taken these steps, not because of fact, but because of belief in the narrative we are being told.

What can we learn about the power of narrative?

So, what can we learn from this challenging year about the power of narrative? Without taking the negative aspects of 2020’s stories forward, how do we use similar tools to develop positive narratives? Ones that enhance lives through our attractions?

Here are my key takeaways for us in the attractions industry.

Drama can be used to elevate

2020 has been a hugely dramatic year and the drama has reached everyone. It’s been showstopping, jaw-dropping and life-changing. The drama we have faced this year has been beyond what many of us could or would want to imagine. It’s been serious and traumatic and I know it has left many of us feeling weighed down. Drama can also elevate us, it can be the power behind positive narratives.

Threatening and negative drama can increase our feelings of fear, uncertainty and doubt. It can feel like a downward spiral. Yet, on the flipside, drama can also elevate us, it can be the power behind positive narratives.

All our best celebrations use uplifting dramatic and theatrical elements, think of the spectacular fireworks at the end of the theme park day, or the Olympic opening ceremonies. Positive drama helps us feel elevated and elevation enhances our feelings of joy. So we can intentionally use dramatic storytelling to make ourselves feel good. And when we feel good we do incredible things, like running the 100m in 9.58 seconds…

Rainbow Productions London 2012 Mascot meets Usain Bolt narrative
World building is vital

The pandemic world has included every one of us. Sure, we have splintered off into different groups and countries, but we are now in the world of ‘new normal’.

There are set rules of engagement and lines of communications; we all have our roles to play. This is incredibly important in creating a fully-fledged world. Think about what physically happens under the sea or in space; worlds have rules. World building is about populating a created space with people, behaviours, stories and choices.

People need a sense of personal agency

Our role and what is expected of us is pivotal to us accepting this new world. We all want purpose and meaning and we all need to feel that we are part of something. In the UK during the lockdown, we established a clap for key workers at the same time each week. We all felt we could add something by taking part.

Having a sense of personal agency in a narrative establishes active participation. The passive idea of watching a story unfold is less appealing than those we can get actively immersed in.

We always see heroes and villains

Whatever our viewpoint, we need to propose and oppose an idea as part of the narrative. We need someone to carry our hopes and dreams (the hero) and someone to battle with (the villain).

We can even cast ourselves in these roles and become totally immersed in the story. This light and shade are what gives a story pace and drama.

Community around narrative breeds connection

People unite over their shared narrative. Story and experience build community. How does our narrative build connection and who is it talking to? How we get new fans and guests to engage with our narrative is vital too. People have a tendency to look for self-supporting stories, stories that fulfil their own set beliefs.

So we can capitalise on those beliefs aligned to our narrative, or offer people another point of view. Above all the connection has to be authentic or it will get spotted faster than you can say lockdown.

And then what happened?

Narrative needs to evolve and story development is a key part of this. We have heard the phrase ‘new normal’ so many times this year and all that really means is change.

Even beloved stories get reimagined, we want to know what happens after the book ends or ‘what if’ from a different character’s point of view. How you move your narrative on over time and stay connected to your guests takes real thought and intention. So, tell me, what happens next at your attraction?

There is so much to learn in how the world is moving through these challenging times, we just have to notice the lessons and implement them. Be intentional about your narrative and write your attraction’s future.

Unleash the power of narrative in attractions

The Katapult team have recorded a 30-minute webinar to explain Narrative in more detail and introduce the ‘5 Chapters Of Narrative’ methodology. Find out more about how to watch the webinar for free.

Robbie
Jones

Robbie Jones is our Insights Analyst Lead, providing data-driven audience and market trends, to assist the design team in creating and delivering world-class experiences. As an experienced copywriter, Robbie is also our chief content creator - helping shape the narrative of the guest experience and tell stories with the panache and magic they deserve. His copywriting for London Dungeons, Sea Life and Madame Tussauds are personal highlights.