"Блуждающий сюжет" как инструмент сторителлинга в политическом пиар

Медиаальманах. 2016. № 3. С. 34–41.

Chernenko Y.

The paper focuses on the phenomenon of the so-called wandering plots, which were studied, in terms of historical poetics, by Russian literary scholars of the 19th-20th century. The author analyzes the theory of wandering plots, the place of such plots in Jung’s collective unconscious and then turns to political storytelling in order to study their role in political stories. With the use of interdisciplinary and systemic analysis, the author considers the ways wandering plots work, the interrelation of these plots with archetypes and images and their possible effects on the political communication of an individual leader. Several instances of using wandering plots in political communications are analyzed in the paper. Particular attention is given to one of the most intriguing cases, namely the one in which Norwegian Prime Minister Jens Stoltenberg disguised himself as a taxi-driver in the 2013 election campaign. Cases from Russian political life are also used as examples, in particular, the wandering plots associated with the image of the Russian President Vladimir Putin. The author studies not only the content of the cases but also the effect the use of these plots has on the images of political leaders. The conclusion made in the paper is that wandering plots are a powerful tool of political storytelling, which, when used properly, can significantly affect political communication.

Keywords: сторителлинг, political PR, storytelling, migrating plots, блуждающие сюжеты, политический PR