Many individuals deny science and reject health recommendations despite widely distributed facts and data. According to an article in the July 2023 issue of the journal Patient Education and Counseling, an unwarranted rejection of science is estimated to occur in over one-fourth of residents in western, industrialized countries. It is often rooted in “religiosity and political orientation; morality; and science understanding.” Various factors lead to skepticism in a wide variety of topics, including vaccine safety and efficacy; medication adherence; the creation/age of the universe; climate change; genetically modified foods; and individual and community public health measures to reduce infections and prevent outbreaks of disease. Skepticism manifests as fear, disbelief, mistrust in motivation, and suspicion of hidden or manipulative agendas. Politicization of the COVID-19 pandemic is viewed as emboldening science denial and rejection of medical and public health advice. As described in this issue of the aforementioned periodical, a study explored the impact and appeal of using narrative (storytelling) versus didactic methods in science and health communication.
The investigators found that narrative science/health communication is effective and appealing for audiences across a variety of topics and mediums, with supporting evidence across fields, such as epidemiology, neuroscience, and psychology. Whether narrative or didactic messaging is most effective depends on the topic, audience, and objective, as well as message quality. Combining narrative with didactic methods is likely to be more effective, however, than using either strategy alone. The researchers posit that science and health communicators should collaborate with cultural and storytelling experts; work directly with their target audiences throughout the message development and testing processes; and rely on popular story elements (e.g., first-person point of view, relatable protagonists) to improve the comprehension, engagement, and thoughtful consideration of their intended audience. Didactic science and health communication often can be dry, relying on the false assumption that individuals make purely evidence-based decisions. Stories can be a powerful teaching tool by capturing attention and evoking emotion.