#208 – Elizabeth Cox on the case that TV shows, movies, and novels can improve the world
Nov 21, 2024
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Elizabeth Cox, founder of Should We Studio and former TED-Ed producer, advocates for storytelling as a powerful tool for societal change. She discusses how different media formats, like TV and animation, can effectively tackle complex issues. The conversation touches on storytelling's impact on public perception, especially regarding topics like climate change and ethical dilemmas. They also explore the implications of AI on creativity, the importance of audience engagement, and insights from her animated series 'Ada' that addresses transformative technologies.
Storytelling has the power to shift the Overton window, making previously unacceptable ideas more palatable and fostering social change.
Empirical evidence suggests that repeated exposure to narratives can modify perceptions and enhance sympathy toward unfamiliar concepts.
Identifying a target audience is crucial for effective storytelling, as it shapes the narrative's tone and accessibility within diverse demographics.
Animation is an effective medium for exploring complex themes, allowing creators to convey deep emotional truths while engaging audiences imaginatively.
Creative storytelling careers are filled with challenges, emphasizing the need for self-reflection and resilience in the face of societal skepticism.
Deep dives
Influence of Science Fiction on Technology
Science fiction has played a significant role in shaping technological innovations, with notable figures like Steve Jobs and Elon Musk citing specific works that inspired their inventions. The idea posits that science fiction writers contribute to a collective portfolio of ideas that can influence technology's trajectory, even if only a few stories achieve widespread impact. This perspective highlights the interconnectedness between storytelling and technological advancement, suggesting that repeated exposure to imaginative concepts can expand the horizon of what is considered possible. The conversation emphasizes the importance of speculative fiction in inspiring future innovations, encouraging writers to continue contributing their unique narratives to the genre.
The Power of Storytelling for Good
Storytelling has the potential to raise awareness of critical issues and reshape public discourse, acting as a vehicle for change. The discussion explores how narratives can bring complex topics, such as climate change, into public consciousness, moving from niche discussions to mainstream acceptance. The notion that stories can widen the Overton window — the range of acceptable public discourse — is central to this argument, as they make even the most speculative ideas more palatable to the audience. Thus, storytelling is framed as a powerful tool in effecting social change, challenging writers to take on substantial themes in their work.
Empirical Impact of Storytelling
While empirical research on storytelling's impact is limited, several studies suggest that repeated exposures to narratives can alter perceptions, making people more sympathetic to previously unfamiliar concepts. The podcast discusses phenomena such as the mere exposure effect, where individuals become more favorable towards ideas presented repeatedly, thereby emphasizing storytelling's role in shaping cultural narratives. Noteworthy examples include the influence of films like 'An Inconvenient Truth,' which spurred conversations and actions surrounding climate change. The complexity of measuring storytelling's impact is acknowledged, yet existing literature provides evidence that thoughtful narratives can lead to changes in attitude and behavior.
Challenges of Creative Careers
Navigating a creative career, especially in storytelling mediums, comes with unique challenges, including societal perceptions and the competitive landscape. Creative individuals often face skepticism regarding the viability of their career choices, leading to self-doubt and pressure to conform to traditional roles. The conversation emphasizes the importance of self-reflection and understanding one's motivations, as pursuing a creative path can be less stable and lucrative than more conventional careers. Ultimately, embracing the creative journey, despite its uncertainties, is portrayed as essential, reminding storytellers of their value in shaping culture and society.
The Role of Target Audience in Storytelling
Understanding and defining a target audience is critical for effective storytelling, as it influences the tone, complexity, and relatability of a narrative. The discussion reveals the balancing act between catering to a specific audience while keeping the narrative accessible for wider audiences. Failing to identify the right target can lead to confusion or disengagement among viewers, particularly in educational content aimed at diverse demographics. Thus, thoughtful audience consideration is paramount in crafting stories that resonate and inspire change while conveying essential messages.
Exploring Complex Ethical Questions
Complex ethical questions often underpin the narratives discussed in storytelling projects like Ada, specifically relating to technological advancements and societal dilemmas. The podcast addresses topics such as artificial wombs and genetic engineering, urging audiences to reflect on the implications of innovation. Rather than delivering definitive answers, these narratives aim to present dilemmas that provoke thought and discussion. The goal is to make people comfortable grappling with challenging subjects while recognizing the moral complexities associated with contemporary and future technologies.
The Unique Nature of Animation
Animation stands out as a medium well-suited for exploring imaginative concepts, allowing for the creation of entire worlds that transcend the limitations of reality. The discussion emphasizes animation's ability to convey deep emotional truths while remaining whimsical and engaging. Additionally, the importance of a distinct visual style is highlighted, as it can attract attention to the subject matter and foster connection. This flexibility empowers creators to engage audiences on various themes, making animation a useful tool for storytelling that encourages critical thinking.
Navigating Production Challenges
The production process for animated storytelling is fraught with challenges, particularly regarding timelines, budgets, and creative vision. Key decisions must be made early to prevent inefficiencies, as shifting artistic approaches mid-project can lead to production delays and increased costs. The importance of maintaining a cohesive creative vision throughout the production stages is underscored, requiring constant communication and adjustments as the project evolves. Successful navigation of these challenges ultimately contributes to the overall quality and impact of the storytelling endeavor.
Future Developments in Storytelling
The creators of storytelling projects like Ada are constantly exploring new subjects and themes that resonate with contemporary audiences. This involves identifying topics that evoke emotional responses while also fueling important conversations about societal issues. The podcast touches on potential future episodes centering on themes such as cognitive enhancement and reproductive technologies, underscoring the ever-evolving landscape of storytelling. It is emphasized that the goal of storytelling should remain focused on encouraging critical dialogue and fostering understanding among audiences.
Maximizing Impact through Distribution
Distribution strategies significantly affect a storytelling project's ability to reach its audience effectively, as traditional models may not always align with contemporary consumption habits. The conversation highlights the importance of finding avenues that maximize viewership and engagement, even if it means deviating from conventional distribution routes. Alternatives such as YouTube or festival screenings can enhance community interaction and awareness while enabling creators to evaluate their project's impact. A thoughtful distribution plan is essential for ensuring that the intended messages of a project are heard and experienced by as many viewers as possible.
"I think stories are the way we shift the Overton window — so widen the range of things that are acceptable for policy and palatable to the public. Almost by definition, a lot of things that are going to be really important and shape the future are not in the Overton window, because they sound weird and off-putting and very futuristic. But I think stories are the best way to bring them in." — Elizabeth Cox
In today’s episode, Keiran Harris speaks with Elizabeth Cox — founder of the independent production company Should We Studio — about the case that storytelling can improve the world.
How TV shows and movies compare to novels, short stories, and creative nonfiction if you’re trying to do good.
The existing empirical evidence for the impact of storytelling.
Their competing takes on the merits of thinking carefully about target audiences.
Whether stories can really change minds on deeply entrenched issues, or whether writers need to have more modest goals.
Whether humans will stay relevant as creative writers with the rise of powerful AI models.
Whether you can do more good with an overtly educational show vs other approaches.
Elizabeth’s experience with making her new five-part animated show Ada — including why she chose the topics of civilisational collapse, kidney donations, artificial wombs, AI, and gene drives.
The pros and cons of animation as a medium.
Career advice for creative writers.
Keiran’s idea for a longtermist Christmas movie.
And plenty more.
Material you might want to check out before listening:
The trailer for Elizabeth’s new animated seriesAda — the full series will be available on TED-Ed’s YouTube channel in early January 2025
