Psychologists have found that pure
evidence is often less persuasive
than narrative in the court of
public opinion. . . . The experts
whose goal is to disseminate and
translate population-based evidence
will, in the name of science, shun
individual stories. . . . But each time,
those who espouse only evidence –
without narratives about real people
– struggle to control the debate.
Typically, they lose.
The Lord told parables
because of the power
of narrative. They
make things real, they
overcome resistance, they
are persuasive without
being confrontational.
One reason that parables
especially have this
quality is that they
mirror angelic thought,
and so bring angels near.
Facts and figures are essential,
but insufficient, to translate the
data and promote the acceptance
of evidence-based practices and
policies. Narratives – in the forms
of storytelling, testimonials and
entertainment – have been shown to
improve individual health behaviors
in multiple settings.
Moreover, evidence from social
psychology research suggests that narratives, when compared with reporting
statistical evidence alone, can have uniquely persuasive effects in overcoming
preconceived beliefs and cognitive biases.” (The Importance of Narrative in
Communicating Evidence-Based Science, by Jason Karlawish, November 28, 2011,
Journal of the American Medical Association.)
There are two remarkable statements here. One is that “narratives can have
uniquely persuasive effects in overcoming preconceived beliefs and biases.”
This makes them a good tool when dealing with people who “see but do not
see and hear but do not hear” – that is, with a resistant population.
The second is even more remarkable: “Narratives have been shown to
improve individual health behaviors in multiple settings.” That is, stories lead
you to change your life.
These two points – that stories have the ability to overcome biases and to
change behavior – would by themselves explain why the Lord taught by means
of parables. They are successful at communicating information and they are at
the same time persuasive. But there is much more to it than that. Why is it that
narratives have this effect?
Why does narrative have such a powerful effect?
One common-sense answer is that no one likes to be preached at but people do
like a good story. No one likes to be told that he is doing wrong and needs to
change, but we do like to hear stories about people who are doing wrong and
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