97 Things About Ethics Everyone in Data Science Should Know

Chapter 15. Data Storytelling: The Tipping Point Between Fact and Fiction

Brent Dykes

Author and Senior Director, Insights & Data Storytelling, Blast Analytics

Data and narrative have always had an interesting working relationship. While they are often intertwined, they are sometimes viewed as opposites. For example, if something is seen as “anecdotal,” it is often approached with a hint (or maybe a heavy dose) of skepticism. Because it is based on personal experiences or accounts, anecdotal information is viewed as being less true or less reliable than factual information. Even the word “story” can be used as a synonym for a lie or misleading information. Because stories are typically more emotive in nature, they can be perceived as being manipulative.

On the other hand, facts have mostly enjoyed a reputation for being pure, trustworthy, and unbiased. When people demand “just the facts,” they seek a higher standard of truth that is indisputable and untarnished by opinions or beliefs. However, in our current post-truth era, the reputation of factual information is now being threatened by falsehoods masquerading as “alternative” facts. Data that would never have been questioned in the past is now mistrusted simply because of who shared the information or because of its misalignment with the preferred messaging.

In combination, data and narrative can form a formidable union, each ...