Storytelling: Influence through storytelling

Neuroscience has shown how a powerful narrative can stimulate the emotions, builds engagement and long-term memory encoding of the message.

Storytelling: Influence through storytelling

David BrennanMedia Native

Neuroscience shows how a powerful narrative stimulates emotions, engagement and long-term memory encoding of the message, enabling sub-conscious influence.

I first became aware of the pervasiveness of storytelling across all media experiences back in 1996, when listening to John Hendricks, the founder of Discovery Channels, at the Edinburgh TV Festival. I expected him to talk about the educational and factual quality of his channels, but instead he delivered a heartfelt eulogy to their storytelling qualities, how they carried on the campfire storytelling traditions to create intrigue and wonder and curiosity about the...

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