Storytelling as a tool of media communication: a theoretical aspect

the article examines storytelling as an independent media communication tool that has emerged at the intersection of literary traditions and modern digital technologies. The study highlights its distinction from outdated models of communication based on one-way information transmission. The author emphasizes that storytelling borrows compositional, stylistic, and plot techniques from classical literature, adapting them to the needs of media and marketing. The paper presents a theoretical analysis of key storytelling structures (Freytag’s model, the ABDCE structure, and universal plot schemes), revealing their functions in shaping engaging narratives. The research is based on methods such as discourse analysis, literary comparison, induction, and the comparative-historical approach. It is shown that contemporary storytelling tends to lose the individual authorial style, becoming more standardized and formulaic, yet it remains an effective tool for emotional influence and building audience trust. The practical significance of the study lies in the potential application of its findings in the creation of media and brand content based on storytelling principles. The article also outlines the risks and limitations associated with the widespread use of simplified narrative templates. As a result, storytelling is presented not merely as a trend, but as a complex cultural and communicative practice reflecting the transformations of the modern media environment.

storytelling, media communications, mass culture, narrative, discourse, plot structures, literature, visual media, emotional impact