Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

Living stories. Experimental narrative enquiry for developing diverse value-propositions for a campaign on regenerative agriculture

Hill, Julie (2021) Living stories. Experimental narrative enquiry for developing diverse value-propositions for a campaign on regenerative agriculture. Masters by Research thesis, Murdoch University.

PDF - Whole Thesis
Download (41MB) | Preview


This thesis outlines a practice-based case study on a campaign for regenerative agriculture. It applies experimental narrative enquiry that de-centres humans and includes non-humans in an examination of value creation within promotional sustainability narratives. Living Stories proposes a research-production model that investigates, develops and distributes campaign stories, and connects humans with places, ecological landscapes, multispecies and material objects. The model is three-phased and combines ethnographic fieldwork methods with experimental storytelling labs and cross-platform media distribution networks. The theoretical framework draws upon cross-disciplinary research principles from design, anthropology and multispecies theories, and applies Deleuze & Guattari’s (1987) notion of assemblage and assemblage analysis, developed by Fox & Alldred (2015b). Living Stories examines the micropolitical worlds emerging between humans and non-humans as a social and cultural network, entangled in a promotional sustainability campaign as a ‘storyworld’.

The Living Stories campaign storyworld rejects the idea of value propositions that centre on the needs of the ‘user’ or human ‘desire’. Instead it draws upon diverse value creation from the sustainability matrix of economic, social, cultural and/or environmental value channels, as an assemblage of plural humans and non-humans. The study experiments with speculative fiction and real-life narratives as an entwined process and discusses ethics regarding the promotion of tangible and intangible value. Living Stories offers an investigation into experimental narrative research methods that mediate transparent ‘diverse value-propositions’.

Item Type: Thesis (Masters by Research)
Murdoch Affiliation(s): IT, Media and Communications
Supervisor(s): Cypher, Mark and Trees, Kathryn
Item Control Page Item Control Page


Downloads per month over past year