Have you ever wondered about the science of storytelling? The latest issues of Scientific American takes on this challenge - The Secrets of Storytelling: Why We Like a Good Yarn - a nice survey article on some of the latest research on storytelling - and evidence that supports the primordial human instinct to get down to storytime.

Below is an excerpt that especially struck my fancy, about the universality of story themes across culture, even across the evolution of time. Other examples cited in the article including cognitive psychologists, evolutionary biologists, and cultural anthropologists.

Boy Meets Girl …
A 2006 study by Jonathan Gottschall, an English professor at Washington & Jefferson College, found relevant depictions of romantic love in folktales scattered across space and time. The idea of romantic love has not been traditionally considered to be a cultural universal because of the many societies in which marriage is mainly an economic or utilitarian consideration. But Gottschall’s study suggests that rather than being a construct of certain societies, romantic love must have roots in our common ancestry. In other words, romance—not just sex—has a biological basis in the brain.

“You do find these commonalities,” Gottschall says. He is one of several scholars, known informally as literary Darwinists, who assert that story themes do not simply spring from each specific culture. Instead the literary Darwinists propose that stories from around the world have universal themes reflecting our common underlying biology.

Another of Gottschall’s studies published earlier this year reveals a persistent mind-set regarding gender roles. His team did a content analysis of 90 folktale collections, each consisting of 50 to 100 stories, from societies running the gamut from industrial nations to hunter-gatherer tribes. They found overwhelmingly similar gender depictions emphasizing strong male protagonists and female beauty. To counterbalance the possibility that male storytellers were biasing gender idealizations, the team also sampled cultures that were more egalitarian and less patriarchal.

“We couldn’t even find one culture that had more emphasis on male beauty,” Gottschall notes, explaining that the study sample had three times as many male as compared with female main characters and six times as many references to female beauty as to male beauty. That difference in gender stereotypes, he suggests, may reflect the classic Darwinian emphasis on reproductive health in women, signified by youth and beauty, and on the desirable male ability to provide for a family, signaled by physical power and success.

Other common narrative themes reveal our basic wants and needs. “Narrative involves agents pursuing some goal,” says Patrick Colm Hogan, professor of English and comparative literature at the University of Connecticut. “The standard goals are partially a result of how our emotion systems are set up.”

Hogan does not consider himself a literary Darwinist, but his research on everything from Hindu epic poems such as the Ramayana to modern film adaptations of Shakespeare supports the idea that stories reveal something about human emotions seated in the mind. As many as two thirds of the most respected stories in narrative traditions seem to be variations on three narrative patterns, or prototypes, according to Hogan. The two more common prototypes are romantic and heroic scenarios—the former focuses on the trials and travails of love, whereas the latter deals with power struggles. The third prototype, dubbed “sacrificial” by Hogan, focuses on agrarian plenty versus famine as well as on societal redemption. These themes appear over and over again as humans create narrative records of their most basic needs: food, reproduction and social status.

How well do you know your ABC’s of Popular Culture?

Take the test and see if you can name all 26 brands whose logos are referenced in the following breathtaking image.

Created by NYC artist Heidi Cody, this revised “American Alphabet” was forwarded to me by my colleague Tamzyn at Peer Insight.

I must confess, I was only able to name 21 out of 26. Let me know if you are able to name all 26!

Amazing to consider how deeply imprinted brand logos have become into our collective vernacular.