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Yvettep
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Username: Yvettep

Post Number: 3208
Registered: 01-2005

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Posted on Wednesday, September 24, 2008 - 10:22 am:   Delete Post View Post/Check IP Print Post    Ban Poster IP (Moderator/Admin only)

...Popular tales do far more than entertain, however. Psychologists and neuroscientists have recently become fascinated by the human predilection for storytelling. Why does our brain seem to be wired to enjoy stories? And how do the emotional and cognitive effects of a narrative influence our beliefs and real-world decisions?

The answers to these questions seem to be rooted in our history as a social animal. We tell stories about other people and for other people. Stories help us to keep tabs on what is happening in our communities. The safe, imaginary world of a story may be a kind of training ground, where we can practice interacting with others and learn the customs and rules of society. And stories have a unique power to persuade and motivate, because they appeal to our emotions and capacity for empathy.

A Good Yarn
Storytelling is one of the few human traits that are truly universal across culture and through all of known history. Anthropologists find evidence of folktales everywhere in ancient cultures, written in Sanskrit, Latin, Greek, Chinese, Egyptian and Sumerian. People in societies of all types weave narratives, from oral storytellers in hunter-gatherer tribes to the millions of writers churning out books, television shows and movies. And when a characteristic behavior shows up in so many different societies, researchers pay attention: its roots may tell us something about our evolutionary past.

To study storytelling, scientists must first define what constitutes a story, and that can prove tricky. Because there are so many diverse forms, scholars often define story structure, known as narrative, by explaining what it is not. Exposition contrasts with narrative by being a simple, straightforward explanation, such as a list of facts or an encyclopedia entry. Another standard approach defines narrative as a series of causally linked events that unfold over time. A third definition hinges on the typical narrative’s subject matter: the interactions of intentional agents—characters with minds—who possess various motivations.

...The power of stories does not stop with their ability to reveal the workings of our minds. Narrative is also a potent persuasive tool, according to Hogan and other researchers, and it has the ability to shape beliefs and change minds.

Advertisers have long taken advantage of narrative persuasiveness by sprinkling likable characters or funny stories into their commercials. A 2007 study by marketing researcher Jennifer Edson Escalas of Vanderbilt University found that a test audience responded more positively to advertisements in narrative form as compared with straightforward ads that encouraged viewers to think about the arguments for a product. Similarly, Green co-authored a 2006 study that showed that labeling information as “fact” increased critical analysis, whereas labeling information as “fiction” had the opposite effect. Studies such as these suggest people accept ideas more readily when their minds are in story mode as opposed to when they are in an analytical mind-set.

Works of fiction may even have unexpected real-world effects on people’s choices. Merlot was one of the most popular red wines among Americans until the 2005 film Sideways depicted actor Paul Giamatti as an ornery wine lover who snubbed it as a common, inferior wine. Winemakers saw a noticeable drop in sales of the red wine that year, particularly after Sideways garnered national attention through several Oscar nominations.

As researchers continue to investigate storytelling’s power and pervasiveness, they are also looking for ways to harness that power. Some such as Green are studying how stories can have applications in promoting positive health messages. “A lot of problems are behaviorally based,” Green says, pointing to research documenting the influence of Hollywood films on smoking habits among teens. And Mar and Oatley want to further examine how stories can enhance social skills by acting as simulators for the brain, which may turn the idea of the socially crippled bookworm on its head.

One thing is clear—although research on stories has only just begun, it has already turned up a wealth of information about the social roots of the human mind—and, in science, that’s a happy ending.


Full article: http://www.sciam.com/article.cfm?id=the-secrets-of-storytelling&print=true

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