I’ve heard it described as ‘story magic’ – the yeast that allows the dough of a PR campaign to rise. Douglas Rushkoff writes beautifully of the power of stories to shape civilisations in a freely-available Demos pamphlet (in PDF format), Open Source Democracy: How online communication is changing offline politics.
He discusses the development of interactive technology and considers its role in our sense of community:
The birth of the internet was interpreted by many as a revolution. Those of us in the counterculture saw in the internet an opportunity to topple the storytellers who had dominated our politics, economics, society and religion – in short our very reality – and to replace their stories with our own.
There’s a launch event for the pamphlet on 10 October.
PR Studies 
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