Innovation needs a writers’ room approach

The need for stories that resonate authentically and across cultural boundaries is more important than ever. This example demonstrates our Culture Mapping method, a semiotics-based social science tool that explores cultural archetypes and their inherent tensions to drive innovative storytelling. It builds on the first step of brainstorming in a typical writers’ room process.

In 2018, Samuel Mark Anderson* wrote about Sierra Leone’s Gongoli, a character from Mende tradition. Gongoli is no traditional hero; he embodies the Jester and Rebel archetypes, using his grotesque appearance and antics to disrupt and challenge societal norms. Unlike revered Mende spirits, Gongoli mocks authority and exposes the absurdities of social conventions, making him a beloved yet subversive figure in his culture.

But why is this relevant beyond the context of Sierra Leone? As individualism wanes in places like the United States, particularly among younger generations who increasingly value collaboration and community, the Jester archetype is becoming more relevant. We see a growing need for figures like Gongoli who can use humor to navigate complex societal issues.

However, when developing narratives that involve such subversive figures, it's crucial to identify points of social cohesion. Consider that Sierra Leone, with a collectivistic score of 20 on the Hofstede index, contrasts sharply with the United States' individualistic score of 60. These cultural differences shape creative mindsets—people from more individualistic cultures, like the U.S., often view creativity as less malleable.

That said, for a story to resonate deeply and effectively, it must balance the Jester's role in challenging norms with moments that reinforce communal unity. Culture Mapping helps us navigate these dynamics. By analyzing how archetypes like the Jester and the Rebel function in different cultural contexts, we can craft stories that are not only innovative but also culturally sensitive and universally resonant.

Gongoli, for example, shouldn't be cast as a hero because his role is to critique and destabilize, not to lead or save. His value lies in his ability to provoke and challenge, making him a powerful tool for exploring the tension between authority and rebellion. John Wick, a relentless figure in modern cinema, embodies the classic American hero archetype, confronting injustice with unwavering determination and a code of personal honor.

By finding the right balance between subversion and social cohesion, we can create narratives that not only challenge but also unite and inspire. In the ever-evolving landscape of global storytelling, understanding and utilizing the complex interplay of cultural archetypes is key to crafting narratives that resonate across boundaries and time.

*Anderson, Samuel Mark. “Letting the Mask Slip.” Africa (London. 1928) 88.4 (2018): 718–743. Web.

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