Attention, Network & Power

In UNDERSTAND, we dive deeper into narrative analysis. The output is an analysis of the Narrative communities’ Attention, Network and Power, their Language (Linguistic Analysis), and a Mapping to identify and guide narrative shifts. This sets us up for the next step (REFRAME) where we develop a Narrative Strategy to practically intervene. 

Reflect on the following questions to conduct an Attention, Network and Power analysis of your Narrative Communities.

Attention: What is the quantity and quality of attention driving a specific Narrative Community?

Which topics are garnering significant attention – and what kind of attention? Look at social media metrics or analyse discussions in community forums or public spaces.

Network: What is the social network that underlies the Narrative Community and how are actors related?

Identify and map key individuals, influencers, platforms, and domains that are central to the narrative. 

Power: What is the influence, strength and centrality of the Narrative Community within the broader narrative space?

Analyze the volume of activity (quantity), the cohesion of shared messaging (unity), and the consistency of engagement over time (commitment)—together indicating the community’s influence and resilience.

An important thing to remember here is that narrative communities are dynamic, and in movement all the time. As culture hackers we need to be sensitive to the dynamics in a narrative space in order to understand the right moment to conduct a hack. 

See a reduced version of the Attention Network Power analysis of three communities from the TOT example:

Narrative Community	Attention	Network	Power
Land Back	Strong presence in mainstream discourse especially in North America, amplified through social media and pop culture.	Led by First Nations groups, Indigenous activists, and environmental organizations. Indigenous-led media platforms (e.g. IndigiNews) as well as mainstream media (e.g. Democracy Now; The Guardian)	Increasing influence in policy discussions and legal battles over land reclamation and Indigenous sovereignty with strong alignment around central message.
Rights of Nature	Niche but gaining recognition, particularly in legal and environmental justice circles. Ecuador’s constitutional recognition of nature’s rights has elevated visibility	Driven by lawyers, NGOs, activists, and Indigenous communities advocating for legal personhood for ecosystems.	Growing influence in environmental law, but remains regionally focused with limited mainstream adoption
Greenwashing: Development & Growth	This community emerged in the 1980s, gaining attention as corporations exploit climate concerns for profit.	profit-driven entities e.g. World Economic Forum, and environmental institutions (like UN and COP), along with new actors like military and tech.	This hegemonic community dominates the global narrative on land, shaping policies around green capitalism, carbon credits, and land grabbing, without challenging capitalism.

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