Our ‘HyperNormalised’ World – How Can We Break Away?
Ever had that moment when you encounter something that challenges the way you see the world? That’s how I felt after watching HyperNormalisation (2016) by Adam Curtis. It really resonated with my ongoing reflections of the world, especially in terms of the power structures that shape it. While some may critique the documentary’s approach, its central theme and messaging is clear: we are often subjected to an artificially constructed version of reality. And, often, this reality influences everything from the media we consume, to the systems that ultimately govern our lives. Curtis would argue that we are hypernormalised.
For those who haven’t seen it yet, HyperNormalisation is a documentary that explores how governments, corporations, and the media have contributed to shaping a simplified, often distorted version of reality to maintain control. The documentary weaves political history, cultural commentary, and technological shifts through Curtis’s narration and powerful archival footage. It argues how narratives – often oversimplified and misleading – are used to make complex issues easier to manage, but in doing so, mask deep systemic challenges.
Adam Curtis sees narratives as powerful yet often deceptive tools used by individuals, institutions, and societies to simplify and explain the complexities of the world. He argues that these stories are not neutral and while narratives provide comfort and coherence, Curtis critiques them for distorting reality, masking deeper systems of power, and fostering illusions that can lead to societal fragmentation and crises. Gia’s understanding of ‘narratives’ relates to how the world is framed by the stories we tell ourselves and the stories that we want to believe. It is only when framing those stories differently, that we can truly begin to consider and ultimately acquire different solutions.
At Gia, we are committed to breaking free from these oversimplified narratives. Our work focuses on building evidence-driven strategies that address root causes, not just the symptoms of the issues at hand. We believe that by shifting how we frame problems, we can uncover more effective, sustainable solutions and ultimately, change.
The Danger of Oversimplified Narratives
Curtis highlights how simplifications of global issues have led to an erosion of trust in institutions, which has led to the creation of what he refers to as ‘fake realities’. Leaders often present easy solutions or scapegoats rather than tackling the structural complexities that require nuanced understanding and systemic change. This approach undermines not only the public’s faith in governance but also our collective ability to solve pressing challenges like migration, climate change, and inequality.
At Gia, we believe we see the consequences of these narratives play out in real-time. Our approach to impact is rooted in rigorous, context-sensitive methodologies, as well as investing time in data collection, thorough evaluation, and a focus on transparency. This allows us to cut through oversimplified narratives and focus on what truly matters. Through research and advocacy that is authentic and grounded in the lived realities of the communities we work alongside, Gia is helping organisations shift from performative actions to meaningful impact.
This is more than just tackling what are often referred to as ‘crises’. It’s about challenging the very way we frame those ‘crises’, ensuring our strategies and interventions address systemic issues, not just their outward manifestations. Through Gia’s work, we promote accountability and depth – both of which are essential for moving away from the artificial narratives that dominate our social and political landscapes.
Challenging Fragmented Individualism with Collective Solutions
The documentary also examines the cultural shift away from collectivism and towards individualism, particularly in the West during the 1980s. Movements that once sought collective societal change became fragmented into personal self-expression and consumerism. A prominent example would be that of the environment movement. It began as a collective push for systemic change back in the 1960s, for example, enacting policies to combat pollution, regulate corporations, and protect natural resources. However, this collective ethos quickly shifted toward individual responsibility, epitomised by campaigns focused on personal lifestyle changes – such as recycling, reducing plastic use, or buying eco-friendly products.
This shift reflects a broader trend in which structural problems are reframed as personal choices. While individual actions are important, they often fail to address the systemic drivers of inequality and injustice. This led to the weakening collective resistance and allowed for individualism to accelerate exponentially.
Gia is actively emphasising the power of collective action and resistance to enhance systemic justice. We work alongside organisations solving specific internal and external challenges, such as budgeting, advocacy and fundraising, or fostering collaborative relationships. We emphasise the need for and provide capacity building and addressing gaps to foster collaborative approaches to the challenges which organisations are facing – moving away from fragmentation and towards a collective, purpose-driven approach.
Combatting Geopolitics and Manufactured Reality
Curtis argues that political and corporate elites use misinformation and manufactured crises to justify actions that disproportionately affect marginalised communities. These tactics shape public understanding, often leading to policies that exacerbate inequality or deflect attention from deeper systemic issues. For example, we see this in migration policy, where the emphasis on border security often obscures the human cost of displacement and ignores the underlying drivers of migration. Similarly, climate policy discussions frequently shift blame onto individuals rather than addressing the responsibilities of industries and governments.
Gia focuses on guiding organisations to navigate and challenge these power dynamics, providing clarity, strategic direction, and accountability in increasingly complex contexts. Whether Gia is supporting groups working with displaced populations whilst addressing the structural inequalities and responding to geopolitical forces, or focused on promoting access to STEM subjects for underrepresented groups who are faced with barriers to accessing education – Gia provides strategies and tools necessary to make informed decisions.
We aim to amplify the voices and perspectives that are often silenced and sidelined by these systems – focusing on the real needs of communities affected by such realities. We create tailored strategies to help our partners counter the narratives that serve to exclude. By creating counter-narratives through human-centred case studies, data-driven reports, and multimedia content, Gia challenges harmful stereotypes.
Creating Real Change in a “Simulacrum“
In today’s world, representation often replaces reality. Metrics and success stories are crafted to appeal to donors or stakeholders, even if they fail to reflect the lived realities of communities on the ground. This creates a “hyperreal” version of impact that prioritises appearances over genuine progress. Curtis explains this concept by drawing on philosopher Jean Baudrillard’s idea of the “Simulacrum” – a representation of reality that replaces the real. The problem with a simulacra is that it makes meaningful action difficult. When representations replace truth, it becomes challenging to distinguish between what is real and what is constructed, ultimately confusing us in what demands authentic action.
In the impact space, we see this distortion all too often. Organisations, stakeholders, and even people being supported by initiatives, are often entangled in hyperreal narratives – for example, focusing on projecting an image of success rather than addressing the issues at hand or celebrating short-term milestones without addressing the long-term systemic challenges that persist. We are so focused on creating campaigns, reports, or metrics that may mask the real progress (or lack thereof) happening in reality. These representations of success – rather than tangible results – can make it difficult to track genuine impact.
At Gia, we reject this approach. Our strategies focus on capturing the authentic impact of initiatives, prioritising context-driven data. We ensure that metrics reflect meaningful change rather than surface-level achievements. By prioritising qualitative insights alongside quantitative data, we help organisations remain accountable to the communities they serve. Our approach focuses on understanding the true dynamics of change, ensuring that the solutions we help implement are deeply relevant and sustainable.
Building a Future Beyond Artificial Constructs [HyperNormalisation]
The term HyperNormalisation was coined by Alexei Yurchak in 2005 to describe life in the Soviet Union during its decline – a system known to be failing, yet everyone acted as though it was functioning because no alternative seemed possible. Curtis argues that’s where we’ve arrived now: we’re aware of the flaws in our systems but continue to pretend they work because we see no feasible alternative. While the documentary paints a bleak picture, it also serves as a call to action: to recognise the power of alternative systems and collective movements in reshaping our world.
My takeaway is clear — we can no longer afford to retreat into comforting illusions about systems that are no longer fit for purpose. We need to confront the uncomfortable truths head-on. At Gia, we are dedicated to doing just that. By embracing our tagline – Adding Value Where Value is Needed – we aim to address the issues organisations face, creating spaces for honest and justified dialogue, innovative solutions, as well as transparent accountability.
Gia is committed to confronting these challenges, not just through words, but through action. We’re here to build systems that reflect the true needs of communities and deliver lasting, meaningful change which benefits all of us.
We are driven by the belief that better systems are not only possible – they are essential. At Gia, we’re here to help you build them.
