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Walter Fisher Narrative Paradigm

Decent Essays

You may have heard them on the radio, seen them in print ads, or viewed them on the television. “Just do it.” “Taste the feeling.” “We will leave the light on for you.” What comes to mind when you hear these? If you said advertisements for Nike, Coca-Cola and Motel 6 respectively, you are correct. These slogans are a prelude to bigger stories that will follow with the intention of enticing consumers to purchase or use their products or services.
The Walter Fisher's narrative paradigm created in 1984 is one type of communication within the category of group and public communication, or also know as public rhetoric. Fisher contends it is human nature to use storytelling or to report events when communicating. One need not have a good argument, rather, just a good story to tell. Stories teach as generation to generation is passed on a bit of culture or a tradition. Stories allow people to relate to another person. Stories captivate, teach and tug at people’s heartstrings. Advertisers are placing their money on it also. “207 billion U.S. dollars is expected to be spent on ads in 2017.” (1) Utilizing the narrative paradigm of storytelling is the ideal platform for companies to clinch sales with consumers.
Fisher created the narrative paradigm in 1984. Wanting more than a theory, he selected paradigm because a paradigm is a “universal model that calls for people to view events through a common interpretive lens.” (2) Narration is defined as “symbolic actions (words and/or deeds) that have sequence and meaning for those who live, create or interpret them.” (3) Think of narrative paradigm “like a pair of glasses. Lenses = Paradigm Prescription = Narrative.”
For classification purposes, narrative paradigm utilizes both an objective and interpretive approach, both of these addressed in chapter two of our book. Because narrative paradigm doesn’t have roots in scientific notation, is far different than say the socio-psychological tradition, and rhetorical tradition discussed in chapter four.
The narrative paradigm is based on two principles: narrative coherence and narrative fidelity. Narrative coherence meaning what was stated makes sense. In the end, you are satisfied with the message.

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