We find ourselves in an era where it is inevitable to swipe our fingers across the screen dozens or even hundreds of times every day. During this process, we may come across extremely attractive images, striking short videos or the best headlines.
Whatever is shown to us, there is an increasing tendency to digest it quickly and, in a matter of seconds, our finger slides to the next piece of content in a process that could become endless.
Therefore, in a context such as the current one, where immediacy prevails, do stories still have power?
Since its inception, reading has basically been a linear experience, but the advent of the Internet blew this centuries-old structure sky high. Hyperlinks began to emerge, in which each word could be an escape route to another path with a whole new world to discover.
Gradually, technological advances and the consolidation of smartphones caused this process to grow exponentially, and turning pages was gradually replaced by the gesture of scrolling.
This does not mean that we have stopped reading. We have simply adapted, and reading today tends to be shorter and more visual than it was a few decades ago. That is why, in these times of scrolling, a good story told in an engaging way can transform that fleeting moment of attention into minutes or even hours of true connection.
It is often said that screens and technology have weakened storytelling, but the opposite is true: they enhance and expand it to unsuspected limits. The clearest example is video games. This is undoubtedly one of the most powerful formats in existence, as the reader ceases to be a spectator and becomes an active protagonist.
Here, the story is not only told, but lived and experienced in an integrated way. There can be different worlds, characters, subplots, etc., which shows that narrative depth has not disappeared, but has grown and can be much more intense.
The development of telecommunications has made it possible for a story to cross borders in a matter of seconds. The format may be a book, a podcast or a video game, but the most important thing remains and there is always a story that gives us what we humans need so much: emotion.
Beyond screens, algorithms and artificial intelligence, we continue to carry the same essence from our beginnings; that is, we continue to be narrative beings. No innovation to date has been able to replace the human search for meaning and the need to understand the world and oneself. Stories do not compete with digital technology, but are part of it.
Technology makes it easier to access information, but it is narrative that turns that information into real value. At this point, it should be noted that organisations that understand the power of stories build stronger bonds not only with their customers, but with all those they interact with (shareholders, employees, etc.) and society in general.
The fact is that, despite changes in format and technological developments, stories remain what they have always been: a strategic asset capable of inspiring and connecting.
