Detalle Publicación

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

Autores: Finkler, W. (Autor de correspondencia); León Anguiano, Bienvenido
Título de la revista: JOURNAL OF SCIENCE COMMUNICATION
ISSN: 1824-2049
Volumen: 18
Número: 5
Páginas: A(02)
Fecha de publicación: 2019
Resumen:
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).