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Article

Политический сторителлинг в условиях новой экологии медиа

Медиаальманах. 2017. № 2. С. 12-19.

The research presented in this paper examines the influence of the new media ecology on political communications and the effects this influence causes. The paper analyzes the current state of the new media ecology and its major features: a loss of control over information distribution, a departure from the unilateral speaker-audience model and anonymity of communication participants. The author comments on the list of new challenges facing the media and political communications under new conditions. Politicians can no longer master the new media ecology, so they have to adapt to it and search for new tools to attract attention to their agenda. This is why turning to political storytelling and wandering stories as one of its major tools is so common today. The author analyzes some examples from modern political communication, in particular on the 2016 election campaign in the USA, and, drawing on these examples, isolates the factors that should be taken into account when dealing with storytelling. The paper elicits some features of a culture hero in the images of Donald Trump and Hillary Clinton associated with initiation stories. The author gives examples of Trump turning to the stories creating the image of Trickster and Clinton turning to the stories of Great Mother. Both candidates extensively used wandering stories at the level of micro-stories and, communicating against the opponent, appealed to the negative characteristics of each other’s images.