Stories are an integral part of our lives. We are surrounded by narratives, knowingly or unknowingly. They help facilitate an understanding of the world around us, be it towards other human beings or just ourselves for that matter. Everybody forms a certain narrative, internally, to grasp the idea of self. It is something that is deeply rooted in our psyche. Due to this, we are overly receptive to stories. It is no surprise that storytelling has been one of the ancient tools used to pass over knowledge and wisdom from one generation to another.
What happens in our brain though? when a story is put into place? a lot! This article should go on to explain the changes that take place in the chemistry of the brain, as a result of a good story. An understanding of the same can be leveraged by advertisers and marketing professionals to induce a particular emotion or feeling within a person and effectively convey the message. This concept is called functional storytelling.
To explain the above, let’s look at three instances where the brain releases a particular chemical when a story is told.
1)Firstly, it is known that in its essence, storytelling is dopamine-inducing.
If a story is told well, the listener’s focus increases, his imagination is put to work, and his memory is enhanced. All byproducts of having dopamine in the bloodstream. Try to remember the last time somebody narrated the details of a story to you, there’s a good chance that while listening, your brain already created imagery to go with it.
One way to amplify this whole effect is by adding a cliffhanger. This works wonders.
2)Another example would be when oxytocin is released, oxytocin is a chemical that makes us feel more human. A story that can induce this chemical can create a bond between the storyteller/character and the listener. The listener feels more relaxed, sensitive, and compassionate as a result of it. This can be done by creating empathy for the character.
For example,
Sachin who is a shopkeeper walks over in the morning to open his shop for the day, his daughter’s fees are due and business has been difficult for him. He’s worried that he’ll let his daughter down if he is unable to pay the fees, she’s all he has left in this world.
He won’t be able to live with himself if he fails at this too.
Do you feel a bond forming between you and the character? Do you feel any sense of compassion? This may be the oxytocin working.
3)Lastly, the final example is of a story releasing endorphins. Now endorphins are basically feel-good chemicals. They alleviate stress and pain and induce a feeling of euphoria. How do you do this through a story though? By adding humor.
Looking back, do you remember what it felt like, laughing through a movie or a particular scene? must admit it was a good feeling, wasn’t it? worries alleviated for that moment? That’s the endorphins at work.
There is a range of other chemicals that can be released through storytelling but the ones above are primarily positive and relatively easier to work with while constructing narratives.
Emotions are a powerful driving force and can impact human behavior, one can use the concept of functional storytelling to bring about the desired emotion and convey the message effectively.
Gautam Sarin || PGPBM&A
gautam.sarin@northpointindia.com