Stories, Networks, and Us: How Communication Connects Us — and Pulls Us Apart

A couple of weeks ago, I was standing in line at a bakery.

In front of me, an older woman. Behind me, a student scrolling through TikTok as if he’d lost his keys somewhere between videos. Just when I thought nothing interesting would happen, the woman leaned toward him and asked:

“Son, are you watching the news — or those silly things of yours?”

He smiled and replied:

“No, ma’am. These are silly things that get watched more than the news.”

And there it is — the whole truth about modern communication: nonsense often beats facts, if it’s told well. And very often, it is. Especially when it’s told badly. Just think of the countless fabricated stories and imaginary villains that travel faster than reality ever could.

As Yuval Noah Harari put it in one sentence: “Humans think in stories, not in facts.”

Once you accept that, everything becomes clearer — local online debates, regional media scenes, and global trends alike. The world doesn’t revolve around information. It revolves around stories people want to hear.

Stories build communities — from small towns to Silicon Valley

In one country, you can publish a detailed tax analysis and get twelve likes. Tell the story of a family business built over thirty years, and people react as if you’re talking about their own neighbors. Stories matter more than data.

In some places, influencers carry more weight than entire newsrooms. Elsewhere, politicians record short videos like talent-show contestants. In others, brands stay relevant by constantly retelling familiar stories people recognize and trust.

Globally, it’s the same pattern: Apple is a story. Tesla is a story. Pixar is a story. Greta Thunberg is a story. None of these are just products, movements, or individuals — they are narratives that connect millions of complete strangers.

A story is social infrastructure.

And a form of currency.

Noise is the new normal, attention the new scarcity

Online, a thoughtful article often goes unnoticed, while a short video of a cat falling off a table racks up tens of thousands of views. People don’t choose content — attention chooses for them.

Reality shows prove that emotion drives engagement: the bigger the conflict, the bigger the audience. Posts that trigger sadness, pride, or anger get shared the most. Travel vlogs replace traditional TV programs.

Globally, TikTok devours everything in its path. Even major media outlets struggle to compete with videos filmed in teenage bedrooms. Viral content sparks protests, topples CEOs, creates trends, and reshapes political campaigns.

Attention has become the most expensive resource we have.

And it belongs to those who can speak clearly, briefly, and emotionally.

Emotions travel faster than facts — that’s why stories go viral

Negative stories spread like wildfire, while corrections barely register. Arguments instantly turn into memes. Nostalgia, grief, and pride dominate what people share.

One single event — the fire at Notre Dame — united the world in a shared emotion. No one waited for statistics or expert panels. People shared a feeling of loss.

That’s the power of communication: emotion gets things moving, but clarity is what keeps them standing.

Algorithms do what they do — but we must do what we should

Artificial intelligence now writes texts, translates languages, analyzes emotions, predicts behavior, and creates content faster than we can say “refresh.”

AI is already embedded in campaigns, analytics, and marketing strategies. Politicians experiment with easily recognizable AI-generated messages. Telecom companies use AI as the first line of customer support. Globally, AI writes film scripts, assists in medical diagnoses, and even proposes legal frameworks.

AI doesn’t sleep. We do.

That’s why it’s crucial to learn the difference between: our own voice and algorithmic suggestion, content and manipulation, authenticity and digital illusion. Communication in the age of AI has become a personal responsibility.

The future belongs to those who understand both people and networks

The skillset is changing. Knowing how to speak is no longer enough — that’s just the starting point.

Tomorrow’s communicators will be those who understand:

how stories circulate through networks

how algorithms filter what we see as “truth”

how trust is built in a fragmented world

how emotions spread like signals

how to stay authentic when networks push you to be predictable

These are the people who will lead brands, build communities, calm social tensions, and create narratives that inspire instead of pollute.

The most important story - one that brings you back to yourself

In a world that constantly shouts, the greatest courage is clarity. In a world that constantly rushes, the greatest skill is presence. In a world that measures everything in clicks, the greatest value is staying human.

An authentic story — one that doesn’t pretend, exaggerate, or sell false shine — remains the strongest force in communication.

People forget facts, numbers, statistics, tables, and charts.

But the feeling you leave them with — that stays.

That’s why a good story, whether told in Zagreb, Belgrade, Sarajevo, Maribor, Vienna, or Tokyo, will always find its way to people.

Stories connect us. Networks amplify them. The choice of what kind of trace we leave behind is ours