Language Analysis

We conduct Linguistic Analysis in order to understand the building blocks of narratives.

Language is the fundamental driving force of narrative systems – driving “Attention, Network, Power”.  If we decode the language, we understand the underlying genetic code of the system – revealing how it replicates meaning, culture and power.

The goal of this step is to identify the main Semantic Frames & Conceptual Metaphors that each Narrative Community relies on.

Conceptual Metaphors are cognitive mappings that help us make sense of intangible, abstract ideas by linking them to familiar, physical experiences (e.g. motion “moving forward”, sight “seeing clearly”, touch, temperature, and other sensory cues that ground meaning in the body). They are deep, archetypal mental models, not just a figure of speech.

Semantic Frames are cognitive structures that shape how we understand the world. They help us process and categorize information (our thoughts and experiences) by linking words to shared cultural understandings.  

How to do it?

1. First, look back at your listening data for each Narrative Community. 
2. Second, list at least 10 representative messages for each Narrative Community that reflects their distinct way of seeing the world.
3. Then, analyse the language in those messages: What are the key Conceptual Metaphors being used to describe complex ideas? What Semantic Frames are being activated through word choices? Remember you are looking for recurring patterns – frames and metaphors that repeatedly show up.

Once you finish your Linguistic Analysis, you have a completed Narrative Community Table and are ready to move on to Mapping your Narrative Communities.