Mass-Media Specificity of Building an Effective Narrative as a Strategic Communication Tool

Abstract

Objective. This research aims at defining the principles of constructing effective narratives with the use of the strategic communication capabilities and the media.
 Materials and Methods. Publications in modern English and Ukrainian mass-media have been analyzed using methods and techniques of discourse analysis, content- and intent-analysis with elements of pragmatic and narrative analysis. The author’s methodology included the following: to identify the author’s intention and motives, the main topoi and points of the narrative focalization, to define hidden beliefs, social and psychological basis for the recipient’s perception of the narrative, to outline effective strategies for the narrative construction and dissemination in the media.
 Results. In general, modern media have the capacity of constructing the desired frames in the audience’s consciousness by creating a mental model of the situation, on which the consumer of the information starts to rely. Decision-making now is reliant on the media consciousness, a virtual world imposed by the media and constructed with the help of relevant narratives. Modern strategic narratives usually have the external focalization which gets more credibility when supported and presented by the focalization points of celebrities and experts. Competing narratives, as well as the plurality of possible interpretations of events, are destroyed with the help of the media, which begin to broadcast one interpretation of the event that matches the narrative, by this making it the truth. Simultaneous use of several different media intensifies the influence and support the narrative. Repeating information changes its status and makes it not just a fact, but general knowledge. Any narrative is not only a sequential story of the selected events, but also persuasion in its nature. Persuasion is enhanced when narratives resonate with the audience's value system.
 Conclusions. As a strategic communication tool, an effective narrative is constructed with regard to all the aspects of communication, psycholinguistic and social aspects being especially important. Further insights into the problem of shaping narratives will allow outlining best practices and their elements to develop image-forming narratives.