SOCIAL INNOVATION DRIVEN THROUGH NARRATIVE BY ORGANIC WAYS OF LIFE ROLE MODELS

Abstract

This research aimed to 1) study the meaning of organic way of life by role models, and 2) study social innovation driven through narrative of way of life by role models. Data were collected from 13 of role models and/or co-mobilizers both in person and from their stories disseminating on online media and other platforms. In-depth interview and textual analysis were applied while Paul Ricœur’s hermeneutic approached was used as a frame of analysis.

          The results showed that:

          Role models defined ‘organic way of life’, which aimed for sustainable development, beyond what was found in the meaning of ‘organic agriculture’. Also, organic way of life was applicable in a daily practice and led to authentic, grassroot sustainability. Role models mobilized the organic way of life through three channels as following; 1) creating a learning space, 2) performing different roles, and 3) telling stories via various media platforms in both proactive and passive communication.