Scientific information may be accurate but it can be harder for the listener to swallow.
There is an art to good conversation. When it’s flowing well, those participating can feel like they are truly bonding, or at the very least, sharing time that is well spent. But what makes you trust the person you are talking to?
Gestures, the right body language and the tones of voice you use can go a long way. And so does the way the message is delivered.
When you are communicating, researchers have found that sticking to the bare facts might not get you as far as you may want. Statistics don’t lie, but listeners might not necessarily agree with this fact.
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“Our findings suggest that telling stories when communicating can make the speaker appear more warm and trustworthy, as opposed to speaking some other way, such as providing only statistics and figures,” said Melanie Green, a professor of communication in the University at Buffalo College of Arts and Sciences, who is an expert on the power of storytelling.
When we tell stories, Green notes, we create empathy in listeners. They can better appreciate what the characters in the story are going through, and in this way, are drawn in.
To come to their conclusions, researchers conducted three studies. Participants in the first two were asked to read a scenario and give advice on a bank, or about a vacation destination. Speakers were asked to either tell a story to convey their knowledge or share statistical information. The listeners then decided who they wished to work with on a certain task.
Researchers say they hope scientists can use their findings to better communicate their discoveries with the public on everything from climate change to the public health threat presented by the new coronavirus.
