In today’s episode, Max sits down with screenwriter and co-founder of The Story Incubator, Erin O’Connor, for a fascinating exploration of how storytelling can bridge political divides and repair our fractured culture.
O’Connor argues that America has “shattered into warring factions” and entered what political scientists call “lethal mass partisanship.” But rather than accepting this doom loop, she offers an alternative—strategic storytelling that works on the brain in ways political arguments do not.
The Neuroscience of Story. When we engage deeply with narratives, our brains literally merge with the characters. fMRI studies show we don’t just observe characters—we become them, experiencing their lives and emotions as our own. This unique cognitive process allows stories to enlarge our sense of who we are and reduce barriers between different groups.
Real-World Impact. O’Connor shares compelling examples of stories that changed society: Will and Grace softening attitudes toward gay marriage, The X-Files inspiring the “Scully Effect” that drove women into STEM careers, and Dallas Buyers Club sparking the bipartisan Right to Try movement that became federal law.
Beyond Preaching. The conversation tackles why preachy messaging fails. When confronted with arguments that challenge our worldview, our brains experience it as a physical threat. Stories offer an “end run” around this defensive response, allowing us to explore new perspectives without triggering tribal reactions.
The Miss Virginia Case Study. O’Connor discusses her work on this film about school choice, demonstrating how to frame a politically explosive issue in terms of universal values—a mother’s love, civil rights, and equal opportunity. By transcending partisan talking points, the story made space for people across the political spectrum to find common ground.
The Dallas Buyers Club Research. In a groundbreaking study, O’Connor and her team tracked the neurological responses of liberals, moderates, and conservatives while they watched Dallas Buyers Club. The research explores whether diverse viewers were watching “one movie or three movies”—and how the same narrative allowed each group to anchor themselves philosophically while reaching the same conclusion.
Practical Methodology. O’Connor reveals principles for creating high-impact stories: respecting characters across the political spectrum, creating moral complexity, allowing space for competing viewpoints, and understanding that storytelling is “not a game—it’s power.”
The episode concludes with a discussion of the challenges facing storytelling in our short-form, scroll-through digital environments, and how creators might adapt these principles for an age of fragmented attention.
This is essential viewing for anyone interested in bridge-building, cultural change, narrative strategy, or the intersection of neuroscience and storytelling.
Guest—Erin O’Connor, Screenwriter and Co-founder of The Story Incubator
Host—Max Borders, Underthrow Podcast
