Cultural narratives reflect the common points of reference, assumptions and beliefs of a given society. They are the ideological glue of social cohesion. They can be generated quickly or take generations to develop. They interpret events according to prevailing beliefs, shape and prioritize the content of the media universe, and influence social policy.
Cultural narratives are an agreement, a social world view. At their worst, they can codify inequality, war, and abuse of the natural world. At their best, they promote cooperation, creativity and engagement at all levels of society: governments, business, individuals, the environment. Cultural narratives that are factual, clear and unbiased – and disseminate accurate assessments and practical solutions to social problems – help society become aware of common aspirations and the steps required to fulfill them.