The Power of Narrative and the Playbooks Shaping Public Opinion
As polarization intensifies across the U.S., philanthropy must understand how media ecosystems—and the narratives they advance—shape public opinion, identity and civic engagement.
Protagonist’s Rita Parhad and Sydney Apple spent -years researching both right-wing and left-wing media ecosystems in a project funded by the Lumina Foundation.
At the 2025 Media Impact Forum, they shared their findings. Their work reveals how ideological narratives can shape public discourse on a wide range of issues such as academic freedom, immigration, climate, racial and gender equity, and economic justice.
Below are the key insights funders should understand.
1. The Right-Wing Media Ecosystem is Driven by Four Interlocking Narratives
Protagonist analyzed 38 right-wing media outlets over a three and a half year period (Jan. 2020-Sept. 2023) and found that coverage cohered around the following four strategic narratives:
- Reject the Woke Agenda: The Left is indoctrinating Americans & eroding traditional values.
- Americans Under Siege: Crime, chaos and violence threaten everyday life.
- Preserve Capitalism: Hard work, self-determination and free markets must be protected.
- Expose the Deception: Elites, Democrats and corporations are manipulating the public for power.
Together, these narratives reinforce one another, creating a cohesive worldview across the ecosystem.
2. The Left-Wing Media Ecosystem Advances More Narratives, but with Key Fault Lines
Protagonist analyzed 37 left-wing outlets over a five year period between 2020 and 2024, reviewing 295,000 articles. Their research found eight strategic narratives being advanced on the left—twice as many as those found on the right.
Unlike the interlocking narratives on the right, the narratives on the left have key fracturing points, advancing different political projects. Some argue for a restoration and preservation of our institutions, while others call for a transformation of our entire social system.
In their presentation, Protagonist focused on the first four of the eight strategic narratives on the left to illustrate a key schism within the ecosystem.
The first two narratives are the most partisan in the left-wing media ecosystem, focusing directly on the Republican party.
Existential Threat to America: The Republican party threatens democracy and is barreling us towards authoritarianism—we must push back or else watch our rights disappear.
Welcome to the Clown Zone: We are governed by dishonest, unqualified people who treat their jobs like a game, and we must demand some decency and competency.
The second two narratives offer critiques of both Republicans and Democrats, alongside CEOs, billionaires, big tech, and those that profit off of working class labor. These narratives interrogate the very institutions that the first two narratives defend.
End the Oligarchy: A handful of corporations and billionaires control our economy and politics, and in turn—our lives. We need collective action to break their grip.
Institutions of Oppression: The legacies of genocide and slavery live on today in our institutions; we must replace them with something just, inclusive, and new.
3. The Left-Wing Ecosystem Forms Three Cohorts
This graph shows the 37 left wing media outlets that Protagonist analyzed, organized into three cohorts based on their use of the eight strategic narratives.
The first cohort focuses primarily on partisan dynamics, using the “Existential Threat to America” and “Welcome to the Clown Zone” narratives most often.
The second cohort focuses primarily on power dynamics, using the “End the Oligarchy” narrative often, and avoiding narratives like “Welcome to the Clown Zone.”
The third cohort focuses on cultural dynamics, using the “Diversity is Our Strength” narrative most often.
Understanding these cohorts helps funders make sense of the fragmentation within left-leaning media and how different audiences are being reached.
4. Why This Matters for Philanthropy
Protagonist’s research gives funders a clearer view of the strategic narratives shaping public perceptions of democracy and power. Funders working on issues such as immigration, climate, and more, understanding these narrative ecosystems is critical to developing approaches that meaningfully address these challenges.
Source: Protagonist