NARR-ATY-VES · A computational approach to studying how narratives can promote and support the reception of atypicality

A computational approach to studying how narratives can promote and support the reception of atypicality

Throughout human history, there has been a persistent and compelling fascination with novelty. From ancient Greek philosophies and revolutionary scientific discoveries of the Renaissance to avant-garde art movements and contemporary advances in artificial intelligence, societies have consistently advanced by pursuing ideas once considered unconventional and atypical. Yet, despite this inherent attraction, obtaining support for ideas, products, or practices that deviate from established norms represents a significant challenge, a point frequently highlighted within entrepreneurship, innovation, and organizational studies. This tension underscores the dual nature of atypicality. Although deviating from conventional expectations exposes individuals and organizations to considerable risks of failing to meet basic social acceptance criteria, socio-cultural innovation is inherently linked to breaking away from conventional patterns. Management, organizational studies, and economic sociology scholars have extensively explored this paradox, and significant attention has been directed toward understanding the systemic factors that relieve pressures toward conformity. While literature acknowledges the potential for social actors to reshape societal structures, individual agency is often relegated to a peripheral role. Without favorable structural conditions, such as supportive audiences or substantial status, those who deviate from established norms tend to face unfavorable outcomes. The current project introduces a narrative perspective to understand how atypical actors can actively use language to counteract negative responses from their audience. There is ample evidence that language plays a critical role in shaping social evaluations, and storytelling is a fundamental cultural tool that individuals use to guide others in making sense of their efforts and intentions and influence their decisions. By employing Big Data and Natural Language Processing (NLP) methodologies, the NARR-ATY-VES (Narratives for Atypicality) project seeks to illuminate how narratives can promote and support the reception of atypicality.

Data: CORDIS, © European Union