Move Them or Lose Them

About the Report

At Define American, we believe that powerful storytelling can shift perspectives and create lasting change. Understanding who we are speaking to, where they spend their time, and what resonates with them is essential to building narratives that make an impact. In our Move Them or Lose Them series with Harmony Labs, we dive deep into the media habits of the “Moveable Middle”—those who are moderate on immigration issues and have the potential to shift toward pro-immigrant attitudes and actions. Part One – Knowing the Audience, focuses on who they are, what they care about, what drives them to action, and how to reach them. This foundational knowledge lays the groundwork for crafting narratives that resonate and persuade, meeting people where they are in their media landscapes.  In Part Two – Strategies for Reaching the Middle, we identify specific narrative strategies that align with the Moveable Middle’s values and encourage greater support for immigrant communities. Through key storytelling approaches, this report offers actionable strategies for creating compelling content that fosters empathy and promotes belonging for immigrants.

Part 1 – Knowing the Audience

Harmony Labs analyzed a year of media consumption data from news, TV, film, and social media. They identified four key audience segments within the Moveable Middle who are open to pro-immigrant perspectives and moveable:

Where They Get Their Stories

Our research reveals that these audiences do not look to national news for their information about immigrants and immigration.

Part 2 – Strategies for Reaching the Middle

In Part 1, we identified the audiences. In Part 2, we provide a roadmap for crafting actionable strategies across mediums that align with the audiences’ values, fostering meaningful engagement and promoting deeper support of immigrant communities.

• Immigrant Storytellers as Messengers: Stories told by immigrants themselves resonate deeply, creating relatable and credible narratives that break down stereotypes and build emotional resonance.
• Leveraging Allies: Allies can effectively tell immigrant stories by amplifying authentic immigrant voices and aligning storylines with their audience’s values. It is essential to avoid portrayals that reduce immigrants to passive characters in an ally’s story.
• Culture-First Stories: Narratives centered on shared human experiences, such as food, sports, or comedy, are more effective than overtly political or policy-driven content. These stories foster a sense of collective identity without triggering defensiveness.
• Using a Cast of Characters: A diverse cast of characters helps audiences to see multiple perspectives and avoid monolithic portrayals of immigrants. This approach highlights both individual and collective contributions while dismantling stereotypes like the “Good Immigrant” trope.
• Balancing Explicit and Implicit Messaging: Explicit mentions of immigration status move audiences more than implicit references. However, subtly integrating immigrant experiences into broader storylines resonates well with these audiences, who are hesitant about overt political content.
• Positive Endings for Undocumented Stories: Narratives that mention undocumented status are most effective when they conclude positively, fostering empathy and reducing defensiveness. By contrast, neutral or uncertain endings risk reinforcing biases or fostering indifference, potentially alienating the audience.

What’s Next? 

In future installments of the Move Them or Lose Them series, we’ll explore how to craft tailored narrative strategies for digital and social platforms. For now, understanding the media behaviors and values of the moveable middle and calibrating narrative strategies to reach them are effective steps toward greater narrative change for immigrant communities.

Contact the Team

Research Inquiries or further details about this report: 

Sarah E. Lowe
Director, Narrative Research and Evaluation
sarah@defineamerican.com