How can we use the ‘science of stories’ to produce persuasive scientific stories?

Michael Jones () and Deserai Crow
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Michael Jones: School of Public Policy, Oregon State University
Deserai Crow: University of Colorado

Palgrave Communications, 2017, vol. 3, issue 1, 1-9

Abstract: Abstract The core goal of the science communicator is to convey accurate scientific information—to help people update existing understandings of the world and to change those understandings when necessary. However, science communicators, with their often extensive scientific training and educations, are often socialized into educating with information derived from scientific works in a way that mirrors the values of science itself. They do this by primarily relying on an approach termed the Knowledge Deficit Model, a model of communicating that emphasizes the repetition of emotionless objectively sterile information to increase understanding. The problem with this approach is that people do not actually make decisions or process information based on only objective scientific evidence. Their personal beliefs and emotional understandings of the world also play a powerful role. In this article we argue that to better connect with audiences communicators would do well to recognize themselves as storytellers–not to distort the truth, but to help people to connect with problems and issues on a more human level in terms of what matters to them. We reference extant narrative persuasion scholarship in public policy and elsewhere to offer a step-by-step guide to narrating scientific evidence. We argue that through understanding the structure of a narrative, science communicators can engage in the policy process, remaining true to the tenets of science and maintaining the integrity of the evidence, but doing so in a way that is compelling and thus also effective in helping solve problems.

Date: 2017
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DOI: 10.1057/s41599-017-0047-7

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