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Tailoring Messages Using Narrative Techniques

  • Writer: Nii Mahliaire, Ph.D.
    Nii Mahliaire, Ph.D.
  • Jan 3
  • 12 min read

Updated: Oct 18

Stories are powerful tools that make information relatable and memorable.


The Power of Narrative Techniques in Science


While data and facts are essential in science, they often fail to capture the imagination on their own. Stories have been a fundamental part of human communication for millennia, helping us make sense of the world and our place in it. By weaving scientific information into narratives, we can transform abstract concepts into engaging and accessible content.


Randy Olson, in his book "Houston, We Have a Narrative: Why Science Needs Story," emphasizes that storytelling is not just an art but a necessary skill for scientists who wish to communicate effectively. Narrative techniques help audiences connect with the material on a human level, making the information more digestible and impactful.


Why Use Stories to Communicate Science?


  • Engagement

    Stories grab attention and keep the audience interested.


  • Retention

    People are more likely to remember information presented in a narrative format.


  • Understanding

    Stories can simplify complex ideas without losing essential details.


  • Emotional Connection

    They evoke emotions, which can motivate action and change.


Key Elements of an Effective Science Narrative


Crafting a compelling story involves several key elements that work together to engage the audience.


Relatable Characters in Science Stories

Characters bring stories to life, serving as the audience’s connection to the narrative. In science communication, characters may be real scientists, research subjects, or even personified ideas that embody scientific principles. When audiences can see themselves in these characters or find qualities they admire, they are more likely to feel a personal connection to the information presented. For instance, introducing Dr. Marie Curie’s journey as a central character highlights her resilience and determination. Her struggles and achievements—from overcoming gender barriers to pioneering research on radioactivity—make her story relatable and inspiring. Curie’s journey doesn’t just convey facts; it introduces a human element, allowing audiences to appreciate both the passion and challenges inherent in scientific discovery. This approach makes the science itself feel less distant and more connected to universal human experiences, ultimately drawing the audience into the scientific process on a more personal level.


Clear Conflict and Resolution in Scientific Storytelling

Conflict and resolution are fundamental to storytelling, adding a sense of purpose that draws the audience in. In scientific narratives, the “conflict” often takes the form of a real-world problem or challenge that science is trying to solve. By introducing the conflict clearly, communicators engage the audience’s curiosity and empathy, making them want to know how the issue will be resolved.


For example, presenting the problem of plastic pollution in the oceans highlights a visible, pressing challenge that affects ecosystems and human health. Describing the harmful impact of plastic waste on marine life creates an emotional response, while showcasing innovative technologies aimed at cleaning up marine debris brings a sense of hope and progress. This structure of conflict and resolution does more than inform—it reassures the audience that solutions are underway and can inspire them to take action or support the cause. With a clear problem and a compelling path to a solution, scientific narratives can leave audiences feeling both informed and empowered to act.


Crafting Your Narrative for Clarity


Developing a strong narrative in science communication requires careful planning and a focus on clarity. Understanding the audience’s needs and preferences allows you to craft a story that educates without overwhelming, encouraging deeper engagement with the subject matter.


Use Simple, Clear Language

Clear, accessible language is essential for making complex scientific ideas understandable to a broad audience. This doesn’t mean oversimplifying the science but rather choosing words and explanations that make the information approachable and engaging.


  • Avoid Jargon

    Technical terms may be second nature to scientists (or you and me) but can alienate or confuse people unfamiliar with the terminology. Replacing jargon with plain language keeps readers from getting lost. For example, instead of saying, "The treatment inhibits angiogenesis in tumor cells," rephrase to "The treatment stops new blood vessels from feeding the cancer cells." This keeps the concept accurate but makes it easier to understand.


  • Explain Necessary Terms

    In cases where technical language is essential, brief explanations can clarify meaning without disrupting the flow. For example, “Photosynthesis, the process by which plants convert sunlight into energy, is essential for plant life.” Here, adding a simple definition allows readers to understand the term without needing a background in biology.


Incorporate Analogies and Metaphors

Analogies and metaphors are powerful tools for making complex scientific concepts feel accessible and familiar. By relating new ideas to everyday experiences, you can help audiences grasp difficult concepts more intuitively and visualize how these ideas function in the real world.


For example, describing DNA as a “blueprint” for building an organism makes it easier to understand its role in genetics. The term “blueprint” evokes a familiar image of a detailed plan that guides construction, helping audiences picture DNA’s function in guiding the development of an organism. This metaphor translates a highly technical concept into a simple, relatable idea.


When choosing analogies, consider your audience’s background and experiences. Analogies that connect to their lives, work, or hobbies will resonate more deeply. For instance, explaining the immune system as a “security team” might resonate with a general audience, while comparing it to a “firewall” might appeal to a tech-savvy group. Thoughtful analogies and metaphors can make science feel approachable and relevant.


Structure Stories with a Beginning, Middle, and End

A clear, well-structured story leads the audience through information in a way that feels natural and keeps them engaged. Using a classic narrative arc—beginning, middle, and end—helps organize complex topics and make them more memorable.


  1. Beginning (Setup)

    Start by introducing the setting, characters, or context, grounding the audience in the story’s world. This setup invites them to connect with the narrative and prepares them for what’s to come. For instance, “In a small coastal town, fishermen noticed a decline in their daily catch.” This opening establishes a relatable setting and hints at an issue affecting the community.


  1. Middle (Confrontation)

    Next, introduce the central challenge or conflict, which adds intrigue and purpose to the story. This stage should reveal the problem that the characters—or in science narratives, the researchers or community—are working to solve. For example, “Researchers discovered that pollution was disrupting the local marine ecosystem.” This conflict creates a sense of urgency and shows why the issue matters.


  1. End (Resolution)

    Finally, bring the story to a satisfying (and accurate) conclusion by showing how the conflict is currently (perhaps historically) resolved and what impact it has. Highlighting the resolution provides closure and can leave the audience with a sense of hope or motivation. For instance, “Community efforts to reduce waste led to the recovery of fish populations, revitalizing the town’s economy.” This ending demonstrates the power of collective action, giving the audience a takeaway message.


Structuring scientific narratives this way allows you to build a cohesive, engaging story that guides the audience from setup to resolution, leaving a lasting impression and making complex topics easier to follow.


Add Sensory Details to Bring Science to Life

Incorporating sensory details brings a story to life, helping the audience feel as though they’re experiencing it firsthand. Engaging the senses can make scientific narratives more vivid and memorable, creating a stronger connection between the audience and the subject.


For example, describing a lab scene as “The laboratory hummed with the soft buzz of equipment, the air tinged with the faint smell of ethanol” invites readers to imagine the sounds, smells, and atmosphere of the environment. These details add texture to the story, moving it beyond pure information and into an immersive experience.


When adding sensory elements, focus on details that make the setting or process more tangible. Whether it’s the crunch of snow underfoot during field research or the bright glow of a microscope illuminating a slide, sensory language can deepen engagement, helping the audience visualize and remember the story.


Use a Consistent Tone and Style

A consistent tone and style give your story a cohesive feel, shaping how the audience connects with the content. The tone you choose should align with the story’s purpose and the audience’s expectations, helping the message resonate more effectively.


For instance, a conversational tone may work well for simplifying complex ideas, making the story feel accessible and friendly. An inspirational tone might be appropriate for stories of scientific breakthroughs or personal triumphs, adding a motivational edge. Serious tones suit topics that require a more respectful, informative approach, such as medical research or environmental issues, while a humorous tone can be helpful for breaking down barriers and engaging audiences in lighter or more relatable aspects of science.


Once you select a tone, maintain it consistently throughout the story to create a smooth, engaging experience that aligns with the audience’s expectations and keeps them focused on the narrative.


Adapting Science Stories for Digital Platforms


Each digital platform has unique storytelling strengths, making it possible to adapt narratives in ways that best fit both the content and the audience. Choosing the right platform allows you to deliver stories in formats that engage users and encourage interaction.


Storytelling on Social Media

a. Threads (Instagram Threads, Twitter/X)

Threads are ideal for unfolding a story in bite-sized posts that build on one another, guiding the audience through information gradually. By posting a series of connected tweets or updates, you can break complex topics into manageable pieces, making the content easier to absorb. This format also allows audiences to follow the story at their own pace, creating an engaging, almost conversational experience.


  • Advantages

    Threads offer quick, digestible content that can reach a large audience fast. They’re well-suited for on-the-go readers who may not have the time to read lengthy posts but still want to engage with the content.


Tips:

  • Start with a strong hook to capture attention right from the first post, drawing readers into the story.

  • Add images or GIFs to increase engagement, breaking up text and adding visual appeal.


b. Instagram Stories and Posts

Instagram Stories and posts are excellent for delivering visually engaging content with concise captions that quickly capture attention. Stories, in particular, allow you to share real-time updates or behind-the-scenes moments that can make scientific content feel more accessible and personal, while posts create lasting content that users can return to over time.


  • Advantages

    Instagram’s highly visual format is perfect for showcasing graphics, photos, or short videos that make complex information easier to grasp at a glance. The platform’s interactive features, like polls, questions, and reaction stickers, make it easy to engage directly with the audience, allowing them to interact with the content in a more personal way.


Tips:

  • Use high-quality images or short videos that capture attention and convey information clearly, especially since Instagram users often scroll quickly.

  • Utilize interactive features like polls or question stickers in Stories to invite audience feedback, gauge interest, or answer questions, making the experience more interactive and memorable.

  • Incorporate relevant hashtags to expand reach and attract viewers interested in similar topics, enhancing discoverability for broader audiences.


Blogs and Articles for Science Communication

Blogs and articles provide an ideal format for diving deep into scientific topics, offering the space needed for thorough explanations and thoughtful analysis. This format allows readers to explore complex ideas at their own pace, making it suitable for audiences who are interested in detailed content and enjoy learning through a structured, informative approach.


  • Advantages

    Longer formats offer ample space to explain intricate concepts, present supporting evidence, and link to additional resources. This approach enables you to build a comprehensive narrative, complete with background information, references, and contextual links that can enhance understanding and credibility.


Tips:

  • Break up text with headings, images, and bullet points to make the article easier to scan, helping readers navigate long pieces without feeling overwhelmed.

  • Include anecdotes or case studies that bring theoretical points to life, making the content more relatable and engaging by connecting it to real-world scenarios.

  • Optimize for SEO by incorporating relevant keywords and phrases, improving the article’s chances of reaching a wider audience through search engines.


Podcasts as Science Storytelling Tools

Podcasts offer a flexible, audio-only format that allows audiences to learn on the go. These programs range from interviews to narrative storytelling, making them ideal for unpacking topics in a more conversational tone. Podcasts can help build a sense of familiarity and trust, especially if listeners tune in regularly to hear different perspectives and stories. For example, a podcast episode could feature a researcher discussing their work in simple, everyday language, exploring how their findings might affect people’s lives.


  • Advantages

    Podcasts are convenient for audiences who prefer audio content they can listen to while multitasking, such as during commutes, workouts, or chores. With a series format, podcasts can also build a loyal following, drawing listeners back for new episodes on related topics.


Tips:

  • Use a conversational tone to keep listeners engaged and make complex topics feel approachable.

  • Adding sound effects or music helps set the tone and enhances the experience, making the episode feel immersive.

  • Inviting experts, community leaders, or storytellers provides diverse perspectives and can make episodes more dynamic and relatable.


Ethical Considerations in Science Storytelling


Maintaining trust with your audience is essential, especially when communicating scientific topics. Ethical storytelling respects both the integrity of the science and the individuals involved, building a reliable foundation for meaningful engagement. Here are some key principles to keep in mind:


Maintain Scientific Accuracy and Integrity

Effective communication should prioritize accuracy over impact, ensuring that the information shared is both truthful and respectful of scientific nuance.


  • Accuracy Over Sensationalism

    It’s tempting to amplify findings to capture attention, but exaggerating or oversimplifying can mislead audiences and erode trust. For example, calling a new drug a "miracle cure" when it’s still in clinical trials can create false hope and misrepresent the science. Focus on realistic portrayals to maintain credibility.


  • Simplify Without Distorting

    Breaking down complex topics is often necessary to make them accessible, but simplification should never alter the core meaning. To balance clarity with accuracy, have a subject matter expert review your content to confirm that key details are presented truthfully, even in simplified terms. This ensures the audience receives accurate information without unnecessary complexity.


  • Cite Sources

    Acknowledging original research not only gives credit where it’s due but also offers your audience a path to deeper understanding. Citing studies and research papers encourages further exploration and adds transparency, which reinforces your commitment to integrity. Linking to original sources when possible also provides a clear context for claims and data used in the story.


Respect Privacy and Consent

Respecting privacy is a cornerstone of ethical storytelling, especially when sharing real-life experiences or personal details. Ensuring privacy builds trust and shows respect for the individuals and communities involved.


  • Consent

    Always obtain clear and informed consent before sharing personal stories, images, or any identifying data. For instance, if you plan to feature a patient's experience to illustrate the impact of a medical treatment, make sure they have given explicit permission and fully understand how their story will be used. This process should be thorough and transparent, so individuals know what to expect.


  • Anonymity

    When sharing sensitive or personal information, consider removing or altering specific details to protect identities, especially if explicit consent hasn’t been obtained. Anonymizing information safeguards privacy while still allowing important stories to be told.


  • Cultural Sensitivity

    Approach storytelling with an awareness of cultural contexts to avoid reinforcing stereotypes or misrepresenting communities. Consider how language, imagery, and examples may be perceived by different cultural groups, and seek input if you’re uncertain. This mindfulness not only respects the dignity of those represented but also enriches the storytelling by creating a more accurate and inclusive perspective.


Reference: "Ethics and Practice in Science Communication" by Susanna Priest et al.


Disclose Conflicts of Interest

Transparency about affiliations and funding sources is essential for maintaining credibility and trust with your audience. Disclosing potential conflicts of interest ensures that readers are aware of any factors that could influence the content.


  • Transparency

    Clearly state any sponsorships, partnerships, or funding sources that may impact the perspective of the content. For example, if a piece is sponsored by a pharmaceutical company, openly disclose this to your audience to avoid any perception of bias. Transparency allows audiences to critically evaluate the information and reinforces your commitment to ethical communication.


Tips for Improving Science Storytelling Skills


Effective storytelling is a skill that can be continually developed. By honing your approach and staying responsive to your audience, you can craft narratives that resonate and engage. Here are some key strategies to consider:


  • Know Your Audience

    Tailoring stories to align with the interests, values, and needs of each audience segment is essential. Take time to understand what matters to each group and adjust your tone, style, and content to connect on a more personal level.


  • Practice Active Listening

    Audience feedback offers valuable insights into what’s working and where adjustments are needed. Pay close attention to comments, questions, and reactions to improve and fine-tune your storytelling approach. Active listening also helps you stay responsive, making your content more relevant and impactful.


  • Study Effective Storytellers

    Observing how skilled communicators engage their audiences can provide inspiration and practical techniques. Whether through public speakers, writers, or social media influencers, take note of how they captivate attention, convey complex ideas, and build rapport.


  • Experiment with Formats

    Different platforms and storytelling techniques can offer new ways to reach and engage your audience. Don’t be afraid to try video, infographics, podcasts, or interactive content if they fit your message. Experimentation keeps your storytelling fresh and allows you to discover which formats resonate best with your audience.


Storytelling as a Bridge to Public Engagement


Bringing science from the lab to the living room is about more than just sharing information—it's about making connections. Stories are the bridge that can span the gap between complex scientific concepts and everyday understanding. By crafting narratives that are engaging, relatable, and ethically sound, you can inspire curiosity and create a deeper appreciation for science.


Remember, effective communication isn't just about what you say, but how you say it and to whom. When you take the time to know your audience and tell stories that matter to them, you open the door to greater understanding and appreciation of science in everyday life.



References and Further Reading


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