When Information Subsidies Go Live: Conceptualizing the Strategic Role of Personal Storytelling

Abstract

This conceptual article argues that the strategic use of personal storytelling to attract public attention and gain political impact is insufficiently theorized in political communication, journalism studies, and lobbying research. Claiming the need to study backstage relations among interest groups, professional communication workers, journalists, and decision-makers, it conceptualizes how lay personal stories, with strong moral appeal and claim to authenticity, constitute a powerful form of live information subsidy in both indirect and direct communication strategies to influence decision-makers. Extending the classic theory of information subsidies, the article unpacks the particular value of personal storytelling regarding credibility, legitimacy, and appeal and hypothesizes how and when interest groups select, craft, exchange, and communicate lay personal stories to create public support and influence political decisions. The theorization of strategic personal storytelling is based on the synthesis of distinct research literatures and abductive multi-sited field studies of Norwegian interest groups, government communication, and journalistic source relations, heading the calls for more mixed-method, cross-disciplinary research to advance political communication overall.

When Information Subsidies Go Live: Conceptualizing the Strategic Role of Personal Storytelling