Your Brain on Story

From the mediaX Seminar, Science Storytelling & the Power of Participation; Kendall Haven explains four major concepts from his “Story Influence Theory” that can be applied to actual corporate communication challenges: engagement, attention, transportation, relevance and influence. From repositioning a big corporate brand, to crafting a persuasive narrative that explains groundbreaking science research, Haven contends that if a story does not engage the audience quickly, it is unlikely to exert influence in the long run. To achieve influence and relevance, communication professionals, researchers and storytellers alike need to take into account the mechanisms of a story, including what Haven calls the ‘Neural Story Net,’ the Curse of Knowledge, and a Story’s Influence Potential.

http://mediax.stanford.edu/news/watch...

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