There once was a place, not all that dissimilar from our own, where proof was as elusive as a unicorn in a jungle of doubt. Facts were frequently like whispers in a storm, overpowered by views that roared louder than thunder. Amid this mayhem was a transformative power that could lift the veil of uncertainty and reveal the way to comprehension. That power? Telling stories. 

Before you dismiss this as mere fluff, let me assure you:  the power of storytelling in evidence uptake is as real as the joy of having someone reference your paper in an article.

Science communication – the process of sharing scientific information and concepts with non-expert audiences in a clear, engaging, and accessible way – is a crucial aspect of scientific practice, significantly impacting public understanding and decision-making It is a complex process that involves various tools and strategies and is increasingly important in the face of global challenges and information overload (Coxon, 2019; Dam, 2020). Effective science communication is not just about presenting facts, but also about engaging with the public and helping them understand the relevance of science in their lives (Jucan, 2014). It is a vital component of the nature of science, and should be integrated into science education (Nielsen, 2017). 

Research shows that it is essential for the public to understand scientific results and the methods used to achieve them, as this understanding can influence policy decisions (Kleinhans, 2012). Tayanagi (2008) emphasizes the importance of science communication in reflecting and shaping research activities and strategies within organizations. Heidenreich (2021) further underscores the significance of science communication in securing project approval, increasing impact, improving collaboration, reaching a wider audience, and accessing funding. This can be achieved through a myriad of ways, topmost is storytelling. Stories are integral to all cultures and narratives are an alternative and important means for science communication to the general public. 

Storytelling is key in science communication, particularly when engaging non-expert audiences (Dahlstrom, 2014), it fosters informed decision-making, encourages public engagement with science, and ultimately leads to better societal outcomes. Moreover, It enhances comprehension, interest, and engagement and can be used to persuade resistant audiences (Dahlstrom, 2014; Green, 2018). The vividness of scientists’ experiences can be effectively conveyed through storytelling (Green, 2018). However, the ethical implications of using storytelling for persuasion should be considered (Dahlstrom, 2014). Despite these challenges, storytelling is increasingly recognized as the soul of science communication, with its potential being explored in various contexts (Joubert, 2019). It is an important means of conveying scientific information in an accurate, attractive, imaginative, and memorable way (Negrete, 2004).  

Yet why isn’t it done enough? The gap in science communication lies in the lack of interdisciplinary sharing of effective communication strategies (Longtin, 2022). This is exacerbated by the absence of curricular and extracurricular training in science communication, despite its importance in the job market and for societal benefits (Pacheco, 2016). The gap is further widened by the intimidating nature of STEM programs and the reluctance to include communication skills as mandatory (Dabbicco, 2023). To address this, strategic science communication is proposed, which involves analyzing motivations and objectives and driving behavior change (Claessens, 2023). However, the science community’s isolation from the broader public is a significant challenge (Claessens, 2023). 

According to the research, a layered strategy is necessary, one that considers structural changes, particularly those in the training and education system, and one that is more social. The social aspect is what is of interest in this post. Simply said, returning to the foundations of reporting by speaking plainly and honestly is a smart place to start, as are tales loaded with real-world testimonies to put a human face on work and phrases sprinkled with similes to generate easy-to-understand relevant instances. Yes, even in a world where the term “like,” which indicates resemblance in comparison, has been diluted to serve as a filler word or a technique of simulating speech, leading to casual and imprecise communication.

Science communication and its use of storytelling need to evolve to speak “like” people. It needs to consider shorter attention spans with repetitive messages that mimic catchy songs. Particularly effective is using short-format videos, such as SciCommercial videos, which can be simple, unexpected, concrete, credible, emotional, and tell a science story (Finkler, 2019). Narratives, including stories, novels, comics, and plays, have been found to be valuable resources for science education and communication (Negrete, 2004). Furthermore, collaborative storytelling between scholars and practitioners has been shown to inspire publics, promote understanding of science, and engage publics in evidence-informed policymaking (Riedlinger, 2019).

Which brings me back to the social essence of storytelling.

Picture this: You’re at a dinner gathering with friends and acquaintances when the topic turns to the latest fad diet. Amidst a sea of contradictory experiences and questionable claims, one acquaintance who appears healthy begins to tell a story. It’s not just any narrative; it’s about his own journey to health and fitness. He describes the hardships and unexpected turns, culminating in a health checkup that revealed elevated cholesterol and drove him to adopt a plant-based lifestyle. Suddenly, those dry numbers about cholesterol levels and BMI charts fade compared to the vibrant tale playing out in front of you. You find yourself enthralled, hanging on his every word, and before you know it, you’re reconsidering a second helping of dessert.

But why does storytelling hold such sway over our minds? Well, it all comes down to how our brains are wired. Storytelling is a fundamental aspect of human existence, shaping our beliefs and identities (Mangaiyarkarasi, 2023). However, it has also been co-opted by marketing and politics, influencing our perceptions and behaviors (Salmon, 2010). The evolutionary roots of storytelling can be traced to our ability to mentally time travel and understand the mental states of others (Garcia-Pelegrin, 2020). Ultimately, storytelling captivates us by offering a window into different experiences and preparing us for potential challenges (Habgood, 2010). Humans have been natural storytellers since we sat around campfires and painted images on cave walls to record our lives. Our minds are built to want narrative structure – to find meaning in the chaos of life. When we hear a tale, our brains light up like fireworks on Diwali, producing a cascade of neurotransmitters that keep us interested and alert.

Now, let’s fast forward to the modern world of evidence-based practice. You’re a researcher with a mountain of data and a groundbreaking discovery that could revolutionize your field. But there’s a problem: your audience consists of busy executives and policymakers drowning in a sea of reports and journal articles. How do you cut through the noise and capture their attention? The answer lies in the ancient art of storytelling.

Imagine presenting your findings as a narrative adventure rather than a dry PowerPoint presentation – a search for truth in an uncertain environment. You expose your audience to the study’s protagonists, the patients whose lives were irrevocably transformed as a result of your interventions. You construct a clear picture of their problems, hopes, and goals, transporting your viewers to their world with each word. And just when people least expect it, you provide the story’s finale – the moment when your intervention, much like an Amazonian princess, swops in slaying the sickness monster and returning hope to the patient. Honestly, not everything has to be fictitious; still, I hope you get my point.

Suddenly, dry data takes on an entirely new significance. They are more than simply numbers on a page; they are the foundation of a narrative arc that will take your audience on a voyage of discovery and enlightenment. And as they hang on your every word, you marvel at how the power of storytelling converts executives into believers, transforming facts into insights and proof into action, all while making it simple to grasp and remember.

But the power of a story doesn’t stop there. It spreads well beyond the sacred halls of academia and into the wild and wooly world of popular opinion. Take, for example, the difficult topic of climate change. Scientists have raised the alarm about increasing temperatures and melting ice caps for decades. Despite the heaps of evidence backing their statements, doubt remains prevalent in many sectors.

How do we bridge the gap between science and society? Once again, the answer is found in the power of narrative. Instead of bombarding the public with graphs and charts, scientists are employing storytelling tactics to communicate the gravity of the climate situation. Simple campaign slogans such as “the earth has a fever” indicate that the globe is not functioning optimally and is sick and heating up. They are telling accounts of towns decimated by wildfires, ecosystems teetering on the edge of collapse, and future generations facing an uncertain fate. And as these tales spread like wildfire throughout social media and beyond, they’re sparking a spark of collective action that might change the course of history.

But the most wondrous thing about storytelling is its ability to transcend boundaries of time and space. Consider the ancient myths and legends that have captivated human hearts for millennia. From the epic tales of gods and heroes to the humble fables passed down through generations, these stories have endured the test of time, weaving into the fabric of our collective consciousness.

So, keep in mind this timeless truth: storytelling is more than a bedtime activity; it is a force for change, a catalyst for understanding, and a beacon of hope in a world riddled with disinformation and doubt. Remember the power of a narrative and let your imagination fly the next time you find yourself drowning in a torrent of facts that you assume are significant and pare it down with the simplest of words: “Once upon a time…” As any good storyteller will tell you, this is how amazing adventures, and even change, frequently begin.

References

Claessens, R, (2023). Political technology mystifies science communication for the general public. Research Outreach, 137. DOI: doi.org/10.32907/RO-137-4989867834

Coxon, A. (2019). Science communication: Why it’s important and how should we go about it? . In H. Walton, M. R. J. Aquino, C. V. Talbot, & C. Melia (Eds.), A Guide for Psychology Postgraduates: Surviving Postgraduate Study (2 ed., pp. 91-95). The British Psychological Society.

Dahlstrom, M. (2014). Using narratives and storytelling to communicate science with nonexpert audiences. Proceedings of the National Academy of Sciences vol. 111(supplement_4) https://doi.org/10.1073/pnas.1320645111

Dabbicco, M. Liuzzi, F. Lucente, S. & Massimo, T (2023). The essentials of science communication in a course engaging both for students and professionals. 9th International Conference on Higher Education Advances (HEAd’23) Universitat Politecnica de Valencia, Valencia. DOI: http://dx.doi.org/10.4995/HEAd23.2023.16272

van Dam, F., de Bakker, L., Dijkstra, A. M., & Jensen, E. A. (Eds.) (2020). Science communication. An introduction. (Science Communication; Vol. 1). World Scientific Press. https://doi.org/10.1142/11541

Finkler, W. and Leon, B. (2019). The power of storytelling and video: a visual rhetoric for science communication JCOM 18(05), A02. https://doi.org/10.22323/2.18050202

Garcia-Pelegrin, E., Schnell, A. K., Wilkins, C. & Clayton, N. S. An unexpected audience. Science (80-) 369, 1424 LP-1426 LP (2020).

Habgood, J., Nielsen, N., Rijks, M., Crossley, K. (2010). Storytelling Applied. In: The Game Maker’s Companion. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4302-2827-1_9

Heidenreich, M. (2021). 5 reasons why research projects should communicate their science, EGU General Assembly 2021, online, 19–30 Apr 2021, EGU21-15856, https://doi.org/10.5194/egusphere-egu21-15856.

Jucan, Mihaela & Jucan, Cornel. (2014). The Power of Science Communication. Procedia – Social and Behavioral Sciences. 149. 10.1016/j.sbspro.2014.08.288. 

Weingart, P. and Joubert, M. (2019). The conflation of motives of science communication — causes, consequences, remedies JCOM 18(03), Y01. https://doi.org/10.22323/2.18030401

Longtin, K. Wisner, R. & Organ, J. (2022). It is essential to connect: Evaluating a Science Communication Boot Camp. The Anatomical Record. 305. doi.org./10.1002/ar.24894

Mangaiyarkarasi, T. (2023). Somdev Chatterjee’s Why Stories Work: The Evolutionary and Cognitive Roots of the Power of Narrative: A Review. Rupkatha Journal on Interdisciplinary Studies in Humanities. 15. doi.org/10.21659/rupkatha.v15n3.r01

Negrete, Aquiles & Lartigue, Cecilia. (2004). Learning from education to communicate science as a good story. Endeavour. 28. 120-4. 10.1016/j.endeavour.2004.07.003. 

Nielsen, J. (2017): Museum communication and storytelling: articulating understandings within the museum structure, Museum Management and Curatorship, DOI: doi.org/10.1080/09647775.2017.1284019

Pacheco, R. (2016). Bridging the gap between interest and action . URL: http://wellingtonwaterwatchers.ca/wp-content/uploads/2016/06/Water_Wins_Community_Report-_Spring_2016.pdf .

Riedlinger, M., Massarani, L., Joubert, M., Baram-Tsabari, A., Entradas, M. and Metcalfe, J. (2019). Telling stories in science communication: case studies of scholar-practitioner collaboration JCOM 18(05), N01. https://doi.org/10.22323/2.18050801

Salmon, M. 2010. Storytelling: Bewitching the modern mind. Verso books. https://www.amazon.com/Storytelling-Bewitching-Modern-Christian-Salmon/dp/184467391X 

Tayanagi, E. (2008). Exploring organizational science communication: A case of a national governmental ict research institute of Japan.