Voice Acting

How To Use Storytelling to Make Science More Accessible

Tara Parachuk | September 20, 2016

how-to-use-storytelling-to-make-science-more-accessible

Can scientists use story to communicate more effectively?

Using language filled to the brim with industry jargon can result in smaller audiences and a steeper learning curve. That’s why there are people in the scientific community who are trying to make what they have to say easier to understand.

In this article

  1. Clarity Wins
  2. Making it Real
  3. The Effects of Jargon
  4. Connecting on an Emotional Level
  5. How Does This Translate to Narration?
  6. Learning Through Narrative
  7. Do People Understand What You’re Selling?

Are you fighting the accessible language battle, like many #scicomm folks are?

Hear how you can make science (or your own business jargon) easier to understand *and more engaging* through storytelling.

Clarity Wins

If there’s anything I’ve learned over the last week or so, it’s that clarity trumps everything when it comes to communicating a message. In the realms of education, advertising, politics, etc. it is clear, digestible, and consistent messaging that wins the day.

Given that reality, it should come as no surprise that the scientific community struggles to connect their messages to a largely layman audience. The words scientists use often soar above the heads of most of us, but it wasn’t always this way.

Even a couple hundred years ago, science was easily communicated and understood. The ideas, theories and observations of scientists the likes of Mendel and Darwin, though worlds apart in thought, were understood and embraced by many because of the simplicity with which their views were presented.

What happened? When was it that the language of science ran off the rails and failed to speak the language of the people?

Making it Real

While I can’t pinpoint the exact moment when the world of science took a linguistic detour. Together, we can help it get back on track in the here and now.

One of the first steps to making something real, whether it be a theory or otherwise, is to draw connections between the known and the unfamiliar. Much of this can be done through words that we all use in normal, everyday conversation.

Let’s take the term calvaria, for instance.

If a speaker were to refer to calvaria, there’d probably be some puzzled looks and a fair bit of Googling going on. Only after looking up the term will much of the intended audience understand that what the speaker was referring to was the Latin word for “skull.”

Imagine what could happen if the word “skull” had been used instead of “calvaria?” You’d be speaking on a level playing field making it easier to connect.

This is what some champions of #scicomm are seeking to do — and you can do it for your company, too.

The Effects of Jargon

Industry jargon has a nasty habit of excluding people who don’t speak the lingo. In other words, the more jargon you use, the narrower your audience will be with fewer people than you might like understanding what you’re trying to say.

If someone can’t understand what you’re trying to say, they tune out and disregard your efforts.

The good news? Outside of certain trade publications and industry journals, a scientist’s ability to speak in the vernacular (the language of the people) will extend the reach, absorption and impact of their message.

Here are just a few consequences of jargon-y word choices:

  • lack of general understanding
  • failure to create connection or meaning
  • a distancing from or the dehumanization of a word

Depending on your audience, the words you use will change — but what shouldn’t change is your ability to connect in a meaningful way. The more straightforward the language being used is, the better it is received.

Connecting on an Emotional Level

“…if your protagonist is a microbe, it better be an anthropomorphized microbe with goals and inner issues to face.” – quote via the Ottawa Citizen.

Science can be appreciated by anyone of any age. A recent episode of The Yarn Podcast, featured author and illustrator Maris Wicks (@mariswicks) discussing her graphic novel, Human Body Theater, told in a theatrical manner for children.

As she goes along, Maris discusses how she was able to weave her passion (science) with her skill (storytelling). Having taken a lot of first aid classes and considering a career as an EMT, science was very much her thing. After seeing a bunch of crazy stuff, she decided not to become an EMT but instead to use the knowledge she had in a creative way.

Maris noted that as you get older, you build your scientific knowledge. This is true of everyone. She went on to say that when someone is writing for audiences that don’t have the same facility with scientific terminology, there is a very present need to simplify things without distorting the original science.

How Does This Translate to Narration?

When a voice actor understands the script they are reading with absolute certainty, the story they are able to tell is more compelling and digestible to the audience.

One way to achieve this is to use common, everyday language that listeners can relate to. Following that, try forging an emotional connection.

Learning Through Narrative

You might agree that, for the most part, we’re narrative learners.

Maris shared, “…giving stories to all of these things that don’t normally have stories, even though they do, like the way your blood pumps through your heart – there is a narrative to that, there is an actual order and that was the feel that I was going for the most and I hope that by tying story to it, it would make the content sink in.”

Do People Understand What You’re Selling?

How clear is your messaging? Are you using story to engage your audiences on a deeper level?

Looking forward to your reply,
Stephanie

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Comments

  • Avatar for Howard Ellison
    Howard Ellison
    May 12, 2016, 10:54 am

    Presentation and personality count for so much. Orbiting astronaut Tim Peeke is a natural when he connects with his earthly audience, particularly the young ones. He’s fun and serious science all in one package, in plain language and in real time. What a role model, and what a resource for schools.

    Reply
  • Avatar for Julanne Dalke
    Julanne Dalke
    May 16, 2016, 10:15 am

    Hi Stephanie, as always, I read and appreciate your posts.
    I am a writer as well. It might sound irreverent, but in language and writing story I strive to dumb it down as the cliche goes. It’s true that if a person gets stuck on a word for explanation, and needs to google it for an explanation, the writer has failed to do her job.
    Carry on writer! I think you are terrific!
    Julanne Dalke

    Reply
  • Avatar for Phyllis Tabor
    Phyllis Tabor
    June 7, 2016, 6:49 am

    Nice Post.

    Reply