Why Do We Connect Through Stories?

Livi Adu

Jan 263 min read

Introduction: The Power of Storytelling

When was the last time you got lost in a story? Maybe it was a book you couldn’t put down, a powerful exhibition, or even a friend’s captivating anecdote. That moment of being transported somewhere else, where time seems to pause, is the magic of storytelling—and it’s one of the oldest and most impactful ways humans connect.

What is Storytelling?

The National Storytelling Network defines storytelling as “the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.” It’s not just about recounting events but creating an immersive experience that sparks imagination, emotion, and connection.

Storytelling has existed for millennia; Indonesian cave paintings created 45,500 years ago, the Epic of Gilgamesh, religious texts, fables, and fairy tales. Humans have always used stories to communicate, make sense of the world, and pass down culture. As technology evolved—through photography, newspapers, television, the internet, and now virtual and augmented reality—our tools for storytelling have changed, but the essence remains the same.

A beautifully illustrated globe composed of books, maps, and swirling artistic elements representing continents and oceans. The design integrates intricate details of storytelling artifacts, such as ornate book covers and scrolls, with flowing patterns resembling waves and air currents. Open books appear to cascade outward from the globe, symbolising the spreading of knowledge and stories across the world. The background features a starry night sky, enhancing the sense of wonder and connection — We are all connected by Stories. Image created by Chat GPT

Why Are Stories So Powerful?

Stories resonate with us because they engage both our emotions and our senses. They don’t just inform us—they transform us. Neuroscience tells us that stories “light up” more parts of the brain than facts alone. This phenomenon, known as narrative transport, explains why an engaging story can enhance memory, change behaviour, and even alter brain chemistry.

Here’s what happens when you experience a story:

Neural coupling: The listener’s brain synchronises with the storyteller’s, creating a shared emotional and intellectual experience.
Memory enhancement: Stories stick with us longer than raw data because they involve emotions, making them more memorable.
Behavioural influence: When emotionally invested, we’re more likely to act—whether it’s donating to a cause or seeing the world differently.

The Four I’s of Storytelling

To craft a story that truly resonates, consider these four pillars:

Interest: Know your audience. Who are they? What will capture their attention? Tailor your story to their age, culture, and experiences.
Instruct: Every story has a purpose. What action or thought do you want to inspire? Whether it’s raising awareness, sparking a conversation, or encouraging donations, make your call to action clear.
Involve: Make it relevant and engaging. Co-curation, community input, and activities ensure your audience feels part of the story.
Inspire: Values and emotional connection are key. Stories that evoke empathy and inspire hope leave a lasting impact.

PowerPoint slide with a visual infographic with an orange semi-circle on the left containing the question, 'What makes a good story?' On the right, four yellow rectangles are stacked vertically, each connected by a green line with an icon. The rectangles are labeled: 'Interest' with an open book icon, 'Instruct' with a presenter icon, 'Involve' with a group icon, and 'Inspire' with a lightbulb icon. The design features additional abstract shapes in blue, green, and yellow, adding a playful and modern aesthetic.

Storytelling in Museums

Museums can be a way of making personal stories more tangible, as they hold centuries of history and culture within their walls. But compelling storytelling doesn’t just inform visitors about an artefact—it brings them on a journey. Are visitors more likely to remember the details of a discovery or the story of how it was made? It’s the story that sticks. By exploring narratives through sight, sound, touch, smell, and even taste, museums can transform passive observers into active participants.

Conclusion: Does Storytelling Still Matter?

In a world where attention spans are shrinking, storytelling refocuses our brains. Studies show that we spend nearly half of our waking hours daydreaming. Yet, when immersed in a good story, our wandering minds snap to attention. Storytelling is more than entertainment—it’s a tool to connect, educate, and inspire.

So, whether you’re curating an exhibition, planning a campaign, or simply sharing a personal tale, remember that stories are how we make sense of the world and connect with one another. Use them wisely, and they’ll do more than capture attention—they’ll spark action.