What do you see as the biggest challenges confronting transmedia producers today as they seek to adopt these practices towards promoting social justice? Funding. Financing these projects, and moreover financing the work necessary to create stakeholder engagement that is long-term and leads to lasting impact, is a major challenge. I’ve seen projects that falter in terms of actually reaching impact within communities because their funding runs out after production.
But transmedia projects for social change must be stewarded and communities need to be managed. You of course need an exit strategy because these projects can’t necessarily go on forever, but too often funding doesn’t sustain the actual community-building or mobilization work necessary for impact.
The other challenge is the ability to let go of control, and hand back the narrative over to communities. I find this most challenging when working with organizations and institutions, who often want a more managed and streamlined message, instead of a community-led story.
Tell us more about Priya’s Shakti as an example of how fictional storytelling can also be used for social change. What motivated this project? What did you hope to achieve? Why did comics turn out to be an effective resource around which to base such a campaign?
Priya’s Shakti is one of the few fictional projects I’ve worked on and it was simultaneously challenging and fun. (Well, as much as you can have fun with the issue of gender-based violence). The motivation of this project was the 2012 bus rape in New Delhi, India, and the aftermath protests, which amplified and intensified decades of activism in India around women’s rights. It was a seminal moment for the country to come together around the issue of gender-based violence.
The project’s creator, Ram Devineni, was there to participate, and he came back with the idea of doing a project that would start exploring cultural patriarchal tropes through popular culture and new media that would engage youth. Graphic comics with embedded augmented reality turned out to be a unique and engaging method for youth to come to the material.
More importantly, we were able to embed real stories of rape survivors within the AR components, aimed at increasing the reach of our nonprofit partner Apne Aap into new audiences. And it set the stage for a series of workshops held with disadvantaged school-aged children to let them create their own comics.
In an essay for Huffington Post, you describe the ways you want to challenge some of the stereotypes surrounding the representation of women’s issues in India via mainstream and global media. In what ways does Priya and her story challenge such stereotypes?
It was very important to me, as a feminist and a person of Indian origin to not have the project be a part of the narrative that “India has a rape problem.” While not attempting to whitewash what was happening on a societal level, I was unsettled by the narrative, both because it misrepresented Indian society, but also because it pushed aside the reality that GBV is a global problem. And by and large, Indian feminists were deeply offended by the manipulative and unbalanced representations in western press and in projects such as the BBC film India’s Daughter.
The rape and protests afterward were a defining moment for Indians and Indian feminists, marking a point in time for all their decades of struggle and really good work. It was important to me to honor and support the work that activists and development professionals were already doing in India, while still presenting an engaging story appropriate for young people, and more importantly to tie the story to grassroots and community-driven action in the face of a waterfall of international attention. It was a difficult balancing act, and one I’m still evaluating.
There are of course limitations to using a comic book as a vehicle. It’s a simple narrative, aimed at a young demographic. In our case, the book was also centered in Hindu goddess mythology, which was risky on a number of levels. But it was also imagery that we, the creative team (most of whom were of Indian origin or sensitive to Indian culture), had all seen throughout our lives and that was instantly recognizable – and we thought we might be able to subvert into a story of self-determination.
And I think, ultimately, Priya is a subversive character. She is framed as an everywoman who reaches beyond her tragedy and circumstance by tapping into her own sources of power to reframe herself as a leader on her own terms, and one that challenges existing norms through art and love. She is an everywoman who becomes a superhero of a sort. And if she’s a superhero, her super strengths to fight the patriarchy are song, nonviolence, and compassion.
In some ways, Priya’s story merges together the mythological tradition in Indian popular culture and the superhero genre. Why did these seem to be particularly effective building blocks for this project? I am struck by the parallels and differences with the Burka Avenger Project in Pakistan which also uses the superhero genre to speak to the rights of women, in this case, the rights of Islamic women to education.
South Asian societies, rich and wonderful though they are, do still carry patriarchal challenges to female self-empowerment and self-direction. While I would argue that Priya isn’t a traditional superhero while the Burka Avenger is (and she’s a fantastic character in a great storyworld), the superhero genre is both an innovative and a safe space in which to explore and advance strong, empowered, independent females as role models for young girls.
When we spoke, you said you were turning your attention more and more towards building up the creative sector, so that projects may have greater sustainability. What do you see as some of the most urgent needs in terms of helping to provide voice to media creators around the world?
As I wrote above, there needs to be more attention paid to business models and financing of these projects, and I’m very excited that I’ve started exploring ways to make the creative impact sector more vibrant and sustainable. I’m building out a strategy for how to do that through my company in partnership with social enterprise experts. And while I’m not intending to become an investor, I’m excited to say I’ve just made my first angel investment in a creative social enterprise in Haiti.
There also needs to be more training and project incubation opportunities for creatives in lower- and middle- income communities and regions, which requires donor and investor education. Similarly, another need is to actively develop audiences for these projects. This requires a critique infrastructure, more robust distribution opportunities, and frankly more trust on the part of distributors that people will come to see or interact with this content (even if it is perceived to be “foreign”).
Finally, as I’ve said various ways above, we need to let go of some of the control over who tells whose stories, and let creators tell the stories of their own communities – and be there to partner with them, and explore their experiences.