Research Audiences: Development of New Narratives

**Context**

In these complex times, organisations dedicated to peacebuilding, such as Search for Common Ground, face significant challenges. How can we foster understanding when complex issues are often reduced to simplistic, polarised narratives?

Recent elections in Belgium and across Europe have highlighted a shift in political landscapes, with a growing focus on national interests and security concerns. These developments influence the broader discourse on issues like development cooperation, human security, and peacebuilding. As priorities shift towards immediate security measures, long-term peacebuilding efforts may receive less visibility and political and popular support.

In response to these changes, we seek to conduct audience research aimed at identifying new ways to strengthen broad-based support for peacebuilding. We are looking for a (team of) consultant(s) to explore language, narratives, metaphors, and the psychological drivers of communication that resonate across different perspectives. This study will analyse the diverse frames through which various audiences view peace and security and suggest narratives that can complement or enrich these views. Our ultimate goal is to foster broad-based support for peacebuilding efforts and renewed investments in human security.

**Goal and Objectives of the assignment**:This research aims to explore methods for increasing support for peacebuilding by tailoring our language and key messaging so it appeals to all political perspectives, while maintaining our core organisational values. The research will be conducted in Belgium, targeting three language groups: French, Dutch, and English (for the EU institutional audience in Brussels). Our ultimate goal is not just to map the current situation, but to actively translate the collected information into concrete and ready-to-use narratives. The findings should be scenario-planning oriented, to remain valid for a certain period of time.
- **Research: language and metaphors**
- Explore specific language, metaphors, and entry points that resonate across different audiences, including those with less supportive perspectives on peacebuilding and development cooperation. Investigate how these linguistic tools can foster positive attitudes towards engagement and investment in peacebuilding.
- **Analysis of frames**
- Analyse the narrative frames used in discussions around conflict, security, and peacebuilding. Examine how these frames are communicated through various channels such as social media, policy documents, and public speeches. Understand the core values and beliefs that these frames represent across different viewpoints.
- **Identify entry points**
- Discover narratives that resonate with audiences who may be sceptical of development cooperation and peacebuilding. Explore how these narratives can emotionally connect with their priorities and demonstrate alignment with their values. Assess the effectiveness of alternative frames in shifting attitudes towards peacebuilding and develop metrics to measure their impact over time.
- **Application and testing**
- Implement the identified language, metaphors, and alternative narratives in practical contexts. Test their influence on a variety of audiences, using tools such as surveys, interviews, focus groups, experiments, and case studies to evaluate shifts in attitudes towards peacebuilding.
- **Broader audience reach**
- Identify additional methods and language to extend communication efforts to wider segments of the population, particularly those who may not traditionally support peacebuilding initiatives.

**Methodology and Deliverables**:
- **Methodology**
- **Phase 1: Content Review and Frame Analysis**
- Discourse and media review: Analyse the language and frames used by various political figures and media when discussing conflict, security, and peacebuilding, focusing on patterns in social media, public speeches, and reports.
- Interviews and focus groups: Engage diverse political voices through interviews and focus groups to explore the language and metaphors that resonate with them.
- Values mapping: Identify the core values and beliefs behind these frames to better understand their alignment with different perspectives on peace and security.
- **Phase 2: Developing narratives**
- Expert workshops: collaborate with specialists in political communication, linguistics, and peacebuilding to brainstorm potential alternative narratives. These workshops will aim to create narratives that can align with a variety of values.
- Creative framing techniques: use innovative communication strategies to craft new metaphors and messages that can resonate across diverse groups, ensuring alignment with peacebuilding values while addressing broader concerns.
- **Phase 3: pilot testing**
- Testing in small groups: implement pilot tests of the developed narratives through targeted surveys, interviews, or focus groups.
- Feedback and refinement: Analyse the feedback from