Effecting Change through Storytelling

There is evidence that the American agrifood system is a significant contributor to environmental, economic, social, and ethical-animal welfare damage to the earth and to society and is unsustainable, yet the worldview of a substantial percentage of the population conflicts with this assessment. A significant number of researchers, non-governmental organizations, and government entities assert that the detrimental effects of industrial agriculture must be addressed without delay and sustainable agricultural practices implemented. Attempting to change a worldview is not an easy task. A growing body of research in other disciplinary areas suggests that storytelling can serve as an effective method of fostering change. This mixed-methods study examines the role of storytelling in effecting positive change in worldview and attitudes toward sustainable agriculture. The study explores the effects of Story-based versus Information-based treatments on such change. The hypothesis of the study is that Story-based treatments will be more effective in promoting positive change than will Information-based treatments. The findings of the study provide evidence supporting this hypothesis. The story characteristics found to be associated with positive change included: first-hand personal view, vivid description, and identification with the story narrator.