The power of storytelling and video: a visual rhetoric for science communication

Finkler, W. (Wiebke); León-Anguiano, B. (Bienvenido)

Authors:

Finkler, W. (Wiebke)

León-Anguiano, B. (Bienvenido)

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).

URI:

https://hdl.handle.net/10171/59881

DOI:

10.22323/2.18050202

Appears in Collections:

DA - Comunicación - Proyectos Periodísticos - Artículos de Revista

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