Discourse around school choice often is divisive. Less understood is the effect polarization has within advocate groups. The Narrative Policy Framework (NPF) approach offers a systematic approach to understanding how political actors use narratives to affect policy debates. Because NPF assumes bounded relativity, the approach requires a theory of political ideology that can explain why narratives stick within certain ideological boundaries. Because Kling's three-axes model provides non-mutually exclusive character identification, it can help illuminate in-group overlap and conflict. This essay uses NPF and Kling to examine how narratives are used by various subgroups within the school choice advocacy coalition.