I've always found that the medium in which I experience a story influences my association. Movies, being a visual medium, are easier to process since they resemble our everyday experience of the world. Audio books are the next most accessible medium since we listen to stories from the day we're born, although we can't, at first, fully comprehend them. Reading requires, perhaps, the most complex association, combining visual recognition with mental interpretation, imagination, empathy and even contemplation of concepts that go beyond a story's narrative.
This is likely why I feel closest to the stories I experience as a written medium. I am gradually coming to appreciate audio books more but continue to enjoy engaging with visual stories the most. What story medium do you prefer? Why? Are there certain stories you prefer to experience in a medium other than your usual one? Whatever your preference, continue enjoying those stories!
The image below of two deer standing on top of a book is courtesy of wetcanvas