The power of storytelling and video: a visual rhetoric for science communication
Keywords: 
Science and media
Science communication: theory and models
Visual communication
Issue Date: 
2019
ISSN: 
1824-2049
Note: 
This article is licensed under the terms of the Creative CommonsAttribution — NonCommercial — NoDerivativeWorks 4.0 License
Citation: 
Finkler, W. (Wiebke); León-Anguiano, B. (Bienvenido). "The power of storytelling and video: a visual rhetoric for science communication". Journal of Science Communication. 18 (5), 2019, A(02)
Abstract
This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing practices, to produce videos that are Simple, Unexpected, Concrete, Credible, Emotional, Science Storytelling (SUCCESS).

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