STORYTELLING IN THE NARRATOLOGY OF DIGITAL ERA

Abstract

The paper examines transformation of narrative in digital epoch, which caused emergence of the form “storytelling”, that is, narrative used in Internet mostly with commercial purpose. Theory of narrative, which emerged as a method of narrative research in the XX century, the time of development of structuralism, is regarded from the point of view of its applicability to the texts of popular culture. Analysis of contemporary storytelling in its connection with traditional research in humanities is a new turn in studying digital culture in the context of humanities discourse. Internet narratives are examined as based on archetypal structures used in myths and legends and adopted to today’s realities. As a conclusion, suggestion is made about ambivalence of digital culture forms, including storytelling, which are linked to the past forms and categories but are used beyond the limits of cultural consumption.