10 Campaigning Lessons from the Hunger Games for 2016
Suzanne Collins’ dystopian Hunger Games trilogy is a cautionary tale against some of the threats to people and planet we know all too well: nuclear war, extreme wealth inequality, authoritarian government, and the use of media to manipulate populations — including desensitization to violence.
The tale described in the books (and the movie adaptations) is a useful study for today’s campaigners despite (and perhaps, because of) its speculative nature. In it, we can see the ways in which similar threats unfold in our own world and how counter-movements experience and confront them.
Art is powerful. While imitating or embellishing life, it can take on a life of its own. It can challenge our assumptions and give us the courage to imagine a different, better world. Katniss’ fight against Panem’s Capitol is already inspiring people who see parallels between Panem and their own societies. For instance, activists opposed to last year’s military coup in Thailand are now using District 12’s three-fingered salute as a form of non-violent resistance.
So, here are 10 campaigning lessons learned from the Hunger Games to take with you into 2016. Some are newly learned for me and some are oldies but goodies, reaffirmed!
PS: Spoiler alert.
In any campaign, you’re telling a story. Leading with inspiring characters and compelling stakes will help guarantee a powerful narrative. From the tributes’ very first televised interviews with Caesar Flickerman, all of Panem is rooting for Katniss and Peeta, star-crossed lovers. Because the audience is invested in the pair, Haymitch is able to use this story to secure the gifts from sponsors that help keep them alive in the first Games. Meanwhile, the Gamemakers use this to change the stakes and up the drama halfway through, declaring that there may be two victors from the same district. In the end, Katniss knows that the story must end with a victor. She understands the audience and the stakes for those in power. She uses this knowledge to subvert the reinstated one-victor rule. Even though Katniss is faking some of it, their love story appears real, so it has power— in fact, it’s so “sticky” that the rebels continue to use it once the war begins, successfully rallying public support for the resistance.
While the Capitol relies on television as the only medium, today’s many social media channels have enabled news to travel faster and farther than ever. Apps like Periscope allow unfolding events to be captured in real time while people comment on and interact with those at the scene. Like in the Hunger Games and the rebels’ invasion of the Capitol, airing live and capturing “mind-bomb” moments can bring momentum to the fight. It also allows you to do reactive campaign work, leveraging unfolding moments to influence opinions quickly. So, wherever the revolution happens, it will be probably be seen by everyone. There’s vulnerability in that, but power too. Live-steaming means the audience is part of your story. Creating must-see moments that build connections in the real world, not just online, is a powerful part of multi-channel storytelling.
Obviously, no one’s going to be “hijacking” people, like President Snow does to Peeta. But creatively jamming the messages and operations of a campaign target remains an effective way to stop that target’s ability to influence its audiences. In the third novel/final movies of the Hunger Games, Beetee is able to hack into the Capitol-controlled airwaves to broadcast propaganda ads (“propos”) discrediting Snow. Tactics like culture jamming (think the Yes Men), occupying spaces where you can address the target’s stakeholders directly (like events or meetings), or “hashjacking” (using a target’s social media hashtags to promote your own message) are proven ways to stymy their message and promote your own, swaying key audiences to your side).
Okay, so “enemy” might be a bit strong, but substitute “target” and the gist is the same. You can both fight their messaging and use it to your advantage. For instance, even though the rebels know that Katniss and Peeta’s love story is initially a sham, they also know that most of Panem believes it; so, they continue that storyline to build support while they dismantle other elements of President Snow’s propaganda. Erring on the side of authenticity is best (see below), but, at any rate, you need to know what your target is saying and to whom they’re saying it in order to stay on top of the narrative and react in the interests of your campaign.
Remember Katniss’ first horrible attempt at a propo? Dressed in sexy gear and heavy make-up, our Mockingjay-in-the-making stiltedly yells her rallying cry in front of a green screen … followed by silence and then derisive laughter from Haymitch. “And that is how a revolution dies,” he cackles. Mean? Yes. Wrong? No. Katniss’ most powerful moments were when she said or did what came naturally. Moving messages are not the ones that are fake or carefully scripted. They’re ones with raw energy and emotion. They’re our real human moments. Winning hearts and minds has to start with real hearts and real minds — which leads me to the next lesson …
Seeing is believing. Showcasing courageous feats will inspire others be courageous. When readers or movie-goers saw Katniss doing brave —accomplishing unthinkable feats — they also want to be brave. In the story, Katniss’ most powerful moments (the ones that move and mobilize people) are when she’s most authentic: volunteering for Prim, laying flowers on Rue, spiting a dangerous political machine with just a handful of poisonous berries, sending an electrified arrow into the forcefield, or standing unprotected in front of a trainload of armed peacekeepers. Vulnerable. Courageous. Unexpected. Authentic.
As has often been said, the “media is the message.” How media is shared and consumed is just as important as the content. Citizens of the Capitol are distracted by “bread and circuses” (a.k.a., luxuries and entertainment), desensitized to injustice and violence. The tributes, their districts, and their struggles are mere entertainment to bet on and fantasize over. For most of the other districts, life is built around the Games (the brutal inevitability of the Reaping and mandatory viewing of the pre-games, Games, and post-games shows). It sends the message that there is no alternative. When that illusion begins to crumble, the districts begin to turn, but the most privileged districts are the last to be turn. It’s easier to move the have-nots. Those who benefit most from corrupt systems often seek to maintain the status quo.
Working in coalitions can be rewarding and effective. At the same time, you can bet on disagreements. Building trust may be challenging. But, “remember who the enemy is.” You need someone to have your back to win. Being a good ally means setting the agenda with your allies and working with each other toward mutual goals. It also means protecting each other and supporting one another on your individual missions. For instance, Katniss supports the rebels in ending the Capitol’s rule, while her squad supports her in her mission to kill President Snow. But, remember: the stakes are higher for some than for others. For example, the rebels (headed by privileged revolutionaries from the Capitol and District 13) use Katniss and Peeta as pawns in their war, keeping information from them and putting them in danger when expedient — leaving both of them with physical and mental scars that never truly fade. Know how risks and information are distributed and find ways to share them both. Continually strive to equalize power in your movement.
There is always the danger, as President Coin’s attempt to circumvent a democratic election after the rebels’ victory showed, that “the revolution will devour its children.” What does victory look like in your campaign? What does the world look like after victory? As Katniss says to Rue, “Destroying things is much easier than making them.” Planning for an equitable post-victory period or process is an important part of preventing future conflict (both among allies and between former campaign targets). Set the table for a sustainable peace.
In a world (like ours) where violence is glorified and destruction in the name of progress is business as usual, showing compassion can be an act of resistance. Katniss singing and laying flowers for Rue is subtly subversive. Both Katniss and Peeta, though their hands aren’t clean, recognize the value of life and peace. Peeta, for instance, calls for a cease-fire in the war and condemns Coin’s proposal for a symbolic Hunger Games with Capitol children. Likewise, Katniss expresses her distaste for the delayed bomb/trap Beetee and Gale configure and ultimately opts to take out Coin rather than allow another leader with a disregard for innocent life take the helm of Panem. Being #TeamPeeta mean valuing “the dandelion in the spring. The bright yellow that means rebirth instead of destruction.” Non-violence should be at the root of all tactics and all long-term solutions. Compassion can be a glue to strong movements. Sorry Gale. #TeamPeeta FTW.
