The Power of Storytelling in Media
Dear Reader, writing this article meant a lot to me, and your support would mean even more. Medium allows you to give up to 50 claps for an article, so if this resonated with you, please don’t hesitate to give it all 50. Thank you so much for being here and for cheering me on!
In today’s world, media has become more than just a platform for entertainment; it’s a powerful tool for connection, education, and impact. At the heart of this lies storytelling, a timeless art that continues to shape how we perceive and engage with the world around us.
What Makes a Good Story in Media?
A good story does more than pass information; it evokes emotions, stirs conversations, and inspires actions.
Think about Nollywood, for instance. From classics like Living in Bondage to blockbusters like The Wedding Party, these movies resonate with us because they mirror our realities.
Whether it’s the struggle of overcoming societal pressures, navigating love and marriage, or pursuing dreams against the odds, we see our lives reflected on the screen.
In Nigeria, a relatable story could be as simple as Mama Nkechi’s hustle to sell her akara every morning to pay her children’s school fees or Tunde’s ambition to leave Ajegunle and become a tech giant in Lagos.
These narratives resonate because they feel real; they remind us of someone we know or even ourselves.
Why Does Storytelling Matter in Media?
- Cultural Preservation:
In a diverse country like Nigeria, storytelling helps preserve our heritage. From tales of the tortoise (Ijapa) in Yoruba folklore to the wisdom-filled proverbs of the Igbo and the Hausa’s oral poetry, our stories capture the essence of who we are. In the age of globalization, media ensures these stories reach both local and international audiences, preserving our identity. - Social Change:
Media stories can spark change. Take, for example, the movie October 1, which explored colonialism and tribalism. It ignited important conversations about unity and history. Similarly, shows like The Johnsons highlight everyday family issues in a way that encourages reflection and growth. - Marketing and Business Growth:
For Nigerian brands, storytelling is a game-changer. Think about commercials like Peak Milk’s “It’s in You” or MTN’s “Everywhere You Go” campaigns. These ads didn’t just sell products; they sold dreams and aspirations. Nigerian consumers don’t just want to know what you’re selling; they want to know why it matters.
Relatability is Key
One of the most significant aspects of storytelling in media is relatability. In Nigeria, using local languages, proverbs, and humor can make a story hit differently. For example:
- Instead of saying, “Persistence pays off,” you could say, “Na small, small pikin dey grow to senior man.”
- A story of resilience might reference “how water no dey fear fire,” a metaphor for strength despite challenges.
How Can You Leverage Storytelling in Media?
- For Content Creators: Share stories your audience can relate to. If you’re a YouTuber in Lagos, vlog about navigating the “danfo life” or surviving a week without NEPA.
- For Brands: Humanize your products. A small bakery in Ibadan could share the story of how the business started in a one-room apartment.
- For Social Advocates: Use real-life stories to highlight issues. A campaign about education could follow the journey of a child from Maiduguri who dreams of becoming a doctor despite the odds.
At its core, storytelling is about connection. In Nigeria, where life comes with unique challenges and joys, a well-told story can break barriers and unite people across tribes, religions, and socioeconomic divides.
So whether you’re a filmmaker, content creator, or marketer, remember this: stories are not just about words; they’re about feelings, experiences, and shared humanity. And in a country as rich in culture and diversity as Nigeria, the possibilities are endless.
What’s your story? Share it. You never know whose life you might touch.
