In his bestselling book Sapiens, Yuval Noah Harari suggests that a major turning point in human evolution came when we developed the ability to imagine and communicate complex ideas.
Our communities are built on stories
This ‘Cognitive Revolution’ not only enabled us to share practical information (which mushrooms to eat and which animals to avoid) but, more crucially, to share stories and concepts that helped shape our understanding, work together and connect at a scale far larger than other species.
These shared stories are the glue that holds groups of people together, or divides them through imaginary lines, and our communities are built on them. They influence our perspective – on the place we live, the threats we face, the enemies we must overcome and the common purpose we share.
And, as we’ve evolved as a society, we’ve relied more and more on the media to shape these narratives – and herein lies the challenge.
Warped narratives fuelled by media monopolies
Today, a troublingly small consortium of media conglomerates the channels we rely on to tell these stories – and help us make sense of an increasingly complex world.
In fact, just three companies – DMG Media, News UK and Reach – control 90% of UK national newspaper circulation, while Meta, Google and X Corp control seven out of the 15 major online platforms.
And with control of the medium, so too has the message been captured. Reality being warped by algorithms designed for attention or headlines designed for outrage.
Rage sells. Division enables right-wing ideologies. Disconnection keeps us glued to our screens. And fear keeps us coming back for more. This is the business model, as it’s become exceedingly effective.
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The world of division we’re conditioned to believe
And this division is leaking out into our communities – or, at least, it’s being thoughtfully manufactured to give the sense we are a divided world.
Where I live, in Glasgow, we’ve experienced this juxtaposition first-hand.
We have watched as flags appeared overnight – acting as harbingers of immigration protests and, much to the horror of many here, a visit from Reform’s leader himself.
Spinning stories of fear, division, disconnection and stoking fear of the ‘other’. Using story to paint a picture of a community divided and fearful.
But that’s not the city I know. And it’s not why Glasgow appears regularly as a top city to visit in the UK.
It is a city that, quite literally, has opened its arms to people in need – full of individuals who are bringing people together, supporting the most vulnerable and championing a sense of community spirit the mainstream media rarely covers.
From soup kitchens, to community organising to charities supporting refugees, Glasgow is, like many places across the UK, full of individuals bringing us together across cultures, backgrounds and beliefs.
But their stories rarely fit the mainstream narrative of division – they don’t generate the rage needed to keep the algorithms happy.
And so, they are often missed. Drowned out by a sophisticated stream of rage-bait and othering.
The simple truth is; to bring hope back into our communities, we must actively champion a counter narrative against this manufactured division.
Our voice is how we shift the narrative
We cannot rely on media monopolies to paint an honest picture of where we live or where the greatest threats lie. Instead, we must find new ways to tell stories that shine a spotlight on connection, hope and community spirit.
Citizen journalism is one such route. It gives us a voice to counterbalance divisive narratives and bypass the mainstream media. To tell stories about our communities, our lived experience and the real challenges we see each day.
The results of the New York Mayoral campaign have shown us just how powerful ordinary people can be when they unify. The meteoric rise of the Green Party of England and Wales has shown us that many people are crying out for a politics of hope and unity rather than one of doom and division.
And we can all play a part in championing these narratives. Whether through writing about them, sharing them or actively participating in them.
A participant and not a passive bystander
I joined Bylines Scotland in the hope I can support in telling these stories. To become an active participant in community-led democracy, rather than a passive bystander.
As a photographer and consultant who has spent years working with impact-led organisations, I’ve seen first-hand how powerful authentic storytelling can be – its ability to connect deeply and bring context to what we hear. And, for my small part, this is how I’m choosing to show up.
To help others tell their stories and give a counterbalance to media monopolies that tell distorted narratives of division and divisiveness. Our communities are rich, diverse networks – and the more we champion these stories the more we can fight against the forces that keeps us apart.
Small, collective acts to change the narrative
Collectively, many of us are tired.
A neoliberal project that has exacerbated inequality, 15 years of austerity that has decimated community services and the catastrophic impact of Brexit. These acts of national sabotage have left us time poor, emotionally exhausted and disengaged from a politics that seems to have forgotten they serve the people long ago.
And the apathy and disengagement they have produced aren’t just policy failures – they’re narratives too. Engineered disempowerment to keep us hooked on mainstream sources and disconnected from our neighbours. They are tools designed to keep us apart, keep us exhausted, and to keep us blind.
Instead, we must learn to become actively involved in the places we live. And to remember that even small contributions, when combined, can have a powerful cumulative effect.
Small, collective contributions are how we win – and we all have a part to play.
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