Recent Stories
The Water In Which We Swim
By Matt Zeigler
|November 10, 2025
Ben Hunt and Rusty Guinn of Perscient have developed a revolutionary technology for tracking narratives in real time.
Narrative Design and Narrative As Destiny
By Matt Zeigler
|November 10, 2025
The stories we're told precede the decisions already made. Ben Hunt and Rusty Guinn teach us to see the narrative architecture beneath the headlines – the way language is weaponized, how certainty is constructed, and how we're brought along to support predetermined conclusions. Using Perscient's Semantic Signatures technology, they reveal what Storyboards can show us: how narrative operates across media, politics, and markets – not just finance. This isn't cynicism. It's literacy. The question isn't whether the ending is inevitable. It's whether you're discovering it or being led toward it.

Conjuring Consent
By Rusty Guinn
|October 30, 2025
There are only three reasons to think the works of Tolkien offer a favorable analogy for white American nationalism:
Ignorance, Malice, or Cynicism.

Anatomy of a Narrative Virus: The Sequel
By Rusty Guinn
|October 21, 2025
If I had a nickel for every time a random person on social media and an AI model collaborated to manufacture and spread a viral narrative in the last week, I'd have two nickels.
Which isn't a lot, but it's weird that it happened twice. But this time, it's the story of how a proud southern lady, Catturd, an AI community note bot named zesty walnut grackle, and Elon's Waifu AI model made half of America and a sitting senator believe that oak trees sprout beautiful leaves in January.

Anatomy of a Narrative Virus
By Rusty Guinn
|October 15, 2025
The story of how a date, an age, a ham radio operator, an big anonymous account from Ireland, the Homeland Security press secretary, and Elon's waifu AI changed what tens of millions considered reality.

The False Gods of Our Feeds
By Rohan Routroy
|July 10, 2025
Rohan Routroy takes a fascinating look at the role of ‘feeds’ in our lives, and what they’ve taken from us.

Manufactured Consensus
By Rusty Guinn
|October 8, 2024
The more we believe the lie that social networks democratize narrative formation, the more systematically we make ourselves part of their manufactured consensus.









