Why storytelling is so powerful in the digital era | Ashley Fell | TEDxUniMelb

Summary

Ashley Fell, head of communications at McCrindle Research, discusses the power of storytelling and the importance of visual communication in the digital age. Using examples like 'The Very Hungry Caterpillar,' she emphasizes how stories create emotional connections. In a world where technology dominates and attention spans are shrinking, visuals and compelling narratives are key to effective communication. Fell highlights the shift towards data visualization to make complex information engaging and accessible, underscoring the need for stories that inspire, involve, and instruct. She encourages the use of visuals to bring data to life and create meaningful, impactful narratives.

Takeaways

• 📚 The script opens with a personal connection to 'The Very Hungry Caterpillar', highlighting the emotional impact of stories and their ability to resonate with readers.
• 🍏 The story of the caterpillar's eating habits is used as a metaphor for human behavior, particularly the tendency to indulge and then suffer consequences, which the speaker identifies with.
• 📈 The speaker, Ashley Fell, introduces herself as the head of communications at McCrindle Research, emphasizing the importance of combining research with effective communication.
• 🧠 The script discusses the future of work, focusing on the importance of soft skills like communication and leadership in an era of digitalization and automation.
• 📊 Ashley Fell explains the role of McCrindle Research in analyzing data, turning complex information into infographics to make research data more accessible and engaging.
• 🌐 The presentation touches on the 'Great Screen Age', noting the shift in attention spans and the increased time spent on devices over face-to-face interaction.
• 📉 The script illustrates the shrinking attention spans with the comparison of audiences at the inaugurations of Pope Benedict and Pope Francis, showing a significant increase in device usage.
• 👀 The importance of visuals in communication is underscored, with statistics showing that 90% of information transmitted to the brain is visual and processed much faster than text.
• 🌐 The speaker addresses the global fears of Generation Z, which revolve around technology and connectivity issues like low Wi-Fi and battery life, rather than traditional fears.
• 📝 The script emphasizes the need for stories to have the 'four I's': Interest, Instruct, Involve, and Inspire, to effectively engage and communicate with audiences.
• 🔥 The final analogy compares a good story to a campfire, suggesting that like a campfire, a good story has color, picture, and movement, and can hold the audience's attention.

Q & A

What is the speaker's favorite childhood story and why does it evoke emotion in her?

The speaker's favorite childhood story is 'The Very Hungry Caterpillar' by Eric Carle. It evokes emotion in her because it was a book that her mother used to read to her repeatedly, and she associates it with fond memories of her childhood.

What does the caterpillar in 'The Very Hungry Caterpillar' do on the first day of its life?

On the first day of its life, the caterpillar in 'The Very Hungry Caterpillar' eats through one apple.

What happens to the caterpillar on Saturday according to the story?

On Saturday, the caterpillar tends to splurge and eats a lot more food than on other days, which results in a stomach ache that night.

How does the speaker relate the story of 'The Very Hungry Caterpillar' to her own life?

The speaker relates the story to her own life by drawing a parallel between the caterpillar's eating habits and her own occasional overindulgence in food, especially during the weekend.

What is the concept of 'CLASS' mentioned by the speaker and what does it stand for?

The concept of 'CLASS' mentioned by the speaker stands for Communications, Literature, Art, and Social Skills. It is a playful take on the acronym STEM, emphasizing the importance of soft skills alongside science and technology in the future workforce.

What is the role of McCrindle Research as described by the speaker?

McCrindle Research is a Sydney-based research agency that specializes in analyzing data, particularly in the areas of future of work, digitalization, and automation. The agency turns complex data into infographics to make research data more accessible and engaging.

Why are visuals important in effective communication according to the speaker?

Visuals are important in effective communication because the brain processes them faster than text, and they go directly into our long-term memory. Visuals can capture attention and make information more memorable and engaging.

What is the term used to describe the current age of digital disruption and why is it significant?

The term used to describe the current age of digital disruption is 'The Great Screen Age.' It is significant because it reflects the shift towards spending more time on electronic devices than on face-to-face interactions, and the impact this has on attention spans and information consumption.

What are the 'four I's' of engaging stories as mentioned by the speaker?

The 'four I's' of engaging stories are Interest, Instruct, Involve, and Inspire. These elements help to capture and maintain the audience's attention, impart meaning, connect with the audience on a personal level, and motivate them.

How does the speaker use the analogy of a campfire to describe the power of storytelling?

The speaker uses the analogy of a campfire to describe the power of storytelling by highlighting how a campfire, like a good story, has color, picture, and movement, and how it engages people's attention. Just as people gather around a campfire to share stories, the conference attendees are likened to a modern-day gathering around a 'fireplace' of knowledge and shared experience.

What is the speaker's parting advice regarding the use of visuals in storytelling?

The speaker's parting advice is to use visuals when telling an important story, especially one involving data. She encourages the creation of visuals that can generate interest and intrigue, maintain the story's meaning, and achieve cut-through in our technologically integrated times.