The Science of the Wow Effect: Why We Need Film for Space Communication
I’d love for you to envision the following scene: Imagine standing in the vast desert at night, where the sky stretches infinitely above, untouched by city lights. It's just you
and your trusted telescope. Suddenly, the hidden structure of the universe comes into focus—nebulae glowing in rich colours, galaxies stretching across the darkness, stars aligning. In that moment, you feel awe. In that moment you feel the?Wow Effect—a sensation that transcends words, that ignites curiosity and a deep connection with our universe. It is an experience that bypasses logic and goes straight to the core of human emotion. This is the power of visual storytelling, and this article explores why it is essential for successfully communicating space and science.
The Power of Images: The Moon Landing as a Turning Point
History has shown us the power of film and imagery in shaping our collective imagination. The 1969 Moon landing was more than a scientific milestone—it was a global moment of inspiration, brought to life through breathtaking visuals. The sight of Neil Armstrong taking his first steps on the lunar surface, broadcast to millions, did more than prove that humans could reach the Moon: it made us believe. It made us believe in the boundless potential of space exploration. Without those images, the Apollo program might have remained just a technical achievement rather than a historic event that shaped generations.
The impact of visual storytelling in space communication has been so profound that even Hollywood has built entire narratives around it. The recent film?Fly Me to the Moon?perfectly illustrates the importance of public perception in space exploration. In the film, a PR strategist is tasked with "selling" the Moon to the public, using branding, astronaut storytelling, and captivating imagery to generate support for the Apollo missions. While fictionalised, the movie is grounded in reality—NASA and the U.S. government understood early on, that public enthusiasm was just as crucial as technical excellence. Without the right narrative, even the most groundbreaking missions risk public indifference or even deterrence.
Film as the Perfect Science Communication Tool
Film is immersive, emotionally compelling, and universally accessible. Unlike text-heavy reports or complex lectures, it transcends cultural, educational, and linguistic barriers, making scientific concepts more engaging and understandable. Research by John Medina shows that people remember 65% of visual information three days later, compared to only 10% of textual information. This highlights the power of film as a communication tool—transforming complex ideas into lasting impressions and making science not just seen, but truly remembered. However, and I’m sure you’ve all heard this sentence before:
With great power, comes great responsibilty. ?
When films present scientific inaccuracies, they can unintentionally fuel misconceptions. Hollywood, for instance, has often taken creative liberties with space science, sometimes reinforcing incorrect perceptions. Films that depict sound in space contribute to a misunderstanding of basic physics, while sensationalized disaster scenarios create unnecessary fear about asteroid impacts or black holes. A notable example is the film?2012 by Roland Emmerich, which misrepresented planetary alignments and solar activity, leading to widespread doomsday conspiracies.
On the other hand, films like?Apollo 13?and documentaries like?Carl Sagan's Cosmos?have played a critical role in countering misinformation and making science more approachable. These productions use stunning visuals and compelling narratives to present scientific concepts accurately, inspiring trust and enthusiasm in their audiences. Educational institutions and space agencies must learn from these successes and invest in high-quality storytelling to communicate scientific truths effectively.
The Struggles of Science Communication in a Post-Truth Era
We live in an age where misinformation spreads rapidly, and trust in institutions is frequently challenged. Scientific communication faces significant hurdles in this post-truth era, where emotional narratives often override factual accuracy. According to Lewandowsky, Ecker, and Cook (2017), misinformation, once internalized, is extraordinarily difficult to correct. This is because our cognitive biases tend to favor information that aligns with our pre-existing beliefs, a phenomenon known as confirmation bias.
When scientific narratives fail to engage audiences emotionally, they create an information vacuum—a vacuum that conspiracy theories and pseudoscience are all too eager to fill. A notable example of this was the miscommunication surrounding early climate change research. Initial reports were heavily data-driven, often filled with dense terminology and devoid of human-centered storytelling. This left the public disengaged, making it easier for denialist narratives to spread. Oreskes and Conway (2010) detail how the lack of compelling, visual storytelling in early climate advocacy contributed to decades of public skepticism, delaying meaningful action. The lesson here is clear: science must not only inform but also inspire.
Why Facts Alone Don’t Change Minds
A common assumption is that presenting undeniable facts should be enough to change minds. However, psychological research suggests otherwise. The backfire effect, first described by Nyhan & Reifler (2010), shows that when people encounter evidence contradicting their deeply held beliefs, they often double down on those beliefs rather than reconsidering. This is because information is not processed in a vacuum—our emotions and identities shape how we interpret new data.
?For example, when presented with scientific corrections regarding vaccine misinformation, individuals with pre-existing doubts about vaccines often became even more resistant to change (Cook, Lewandowsky, & Ecker, 2017). This illustrates the profound challenge that science communicators face: merely presenting facts is not enough. We must deliver them in a way that resonates emotionally and psychologically, engaging audiences on a deeper level.
The Economic Value of Film in Science Communication
Beyond its scientific and emotional impact, film is also an economically valuable tool for organizations seeking to communicate across cultural and linguistic barriers. Space agencies, startups, and scale-ups from Arab and Asian countries aiming to enter the European space sector face a critical challenge: how to effectively convey their mission, products, or ideas to an audience with a fundamentally different business culture and communication style.
Culture significantly influences how we conduct business, tell stories, and build trust. Miscommunication can lead to misunderstandings, slowing down or even derailing potential collaborations. However, visual storytelling and film provide a universal language that transcends linguistic and cultural divides. So high-quality promotional films, mission documentaries, and cinematic narratives can help companies establish credibility, it can help them foster trust, and it can help showcase their technological innovations in a way that resonates with global audiences.
The?Wow Effect?is not just a fleeting moment of awe—it is a powerful force that shapes how we see, understand, and connect with space and science. A single image—Earthrise, the Pale Blue Dot, the first black hole—can redefine our perspective on the universe. In film, it immerses us in the impossible, making scientific progress feel personal and urgent. In image campaigns, it transforms abstract missions into something iconic and unforgettable. In communication, it bridges fact and feeling, turning data into meaning. And in a globalized world, it is a universal language, breaking down barriers and forging connections beyond words. The Wow Effect is more than just beauty. ?The?Wow Effect?is clarity, emotion, and impact—the difference between information that fades and a story that stays with us forever.
So trust visual storytelling. As we stand at the crossroads of scientific discovery and a rapidly changing media landscape, we must embrace film as our most effective tool for communicating space and science. It is not difficult to explain science in a way that people can understand; the true challenge is making it impossible to misunderstand. By investing in accurate, emotionally engaging storytelling, we can ensure that science remains both inspiring and truthful.
To close, I leave you with the words of Carl Sagan:
#spacecommunication #spaceeconomy #posttruthera #visualstorytelling #scicomm