In this blog, we explore 3 ways campaigners can counter the far right by building narrative power.
Summary: To counter far-right narratives, focus on shared values; communicate the value, villain, and vision; experiment with new techniques; and sign up for SMK’s Deep Dive on Building Narrative Power to Counter the Far Right.
The far right has become more successful at getting its ideas out there. From social media influencers to mainstream news, its narratives often tap into people’s fears and frustrations, shaping how we talk about issues such as migration, housing, and public services.
So how can campaigners challenge these narratives without simply reacting to them?
In our Building Narrative Power to Counter the Far Right Deep Dive, SMK Associate Niamh Ní Mhaoileoin explores how campaigners can communicate more confidently, challenge divisive messages, and build support for progressive change.
Here are a few ideas from the session:
1. Start with shared values
Far-right narratives often create an “us and them”, blaming particular groups for problems such as the lack of affordable housing or pressure on public services. One way to challenge this is to start with what people have in common: wanting a safe home, decent work, a strong community and a better future for themselves and their families. Campaigners can build on these shared values to tell a different story, one that brings people together rather than strengthening divisions.
2. Think about your value, villain and vision
The session explores a framework called “Value, Villain, Vision” as a way to develop stronger campaign messages. Here’s what they mean:
Value: What matters to people? Start with a shared belief or something people care deeply about.
Villain: What’s standing in the way? Be specific about the people, systems or decisions preventing change.
Vision: What could a better future look like, and what can people do to help make it happen?
The idea is to move beyond explaining what’s wrong and give people a reason to care, something to hope for and a clear way to get involved.
3. Don’t be afraid to try something different
Campaigners can sometimes feel under pressure to get every message right or worry about making a mistake. But sticking to familiar communications tactics won’t always get the results we need.
The session looks at how campaigns can experiment with different approaches, from working with new creators and unexpected messengers to using humour, positive stories, and creative online content.
The Mamdani mayoral campaign in New York is used as one example, showing how disciplined messaging, real-life concerns and strong online organising can work together.
It’s also worth stepping back to ask whether your communications are reaching the people you need to reach, and whether your current approach is helping you get there.
Want to learn more ways to build narrative power? Our Building Narrative Power to Counter the Far Right Deep Dive, led by Niamh Ní Mhaoileoin, explores practical approaches to framing, messaging and creative campaigning, giving participants space to reflect on their own communications and develop ideas to take away. Find out more and book your place for 4 Nov here.
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