Narrative transportation and why it’s important
What is Narrative TransporTation?
Have you ever been sitting in a dark theater and jumped when something happened on the screen? Have you ever been so into a book that you looked up and it’s 2 o’clock in the morning? Where did the time go?
The experience of being transported into the world of a story is called Narrative Transportation.
It is based on how we as humans interact with story. Aristotle in his Poetics had this figured out over 2,500 years ago when he developed the three-act structure for stories, which is still used in almost every Hollywood film today.
When we identify with characters that incite our empathy and we see vivid images and hear language that captures our attention this can influence beliefs.
This also happens in branding and messaging. Research has shown that when people experience Narrative Transportation their hearts, minds and actions change. Narrative Transportation is a powerful tool for persuasion and belief change.
Companies that participate in the transformation of their customers will be successful.