The term narrative has recently become a common part of public and political discourse. It is most frequently used in connection with anti-Slovak, pro-Russian, and pro-Western narratives, or in discussions about the narrative of a unified nation.
In public discourse, the word narrative often carries a negative connotation. It is used in sentences like, "What kind of narratives are you bringing us this time?" - which suggests distrust or rejection. However, the creation and dissemination of narratives is a natural part of human communication, so the term itself does not necessarily have to be perceived negatively.
The goal of this article is to examine how narratives function in society. We will focus on defining them and exploring specific ways in which narratives influence various social processes – from the adoption of regulations and legislation to shaping public opinion and individual attitudes.
What Are Narratives in Communication?
The meaning of the term narrative varies depending on the context. Its interpretation differs in psychology, literary studies, and communication science - the latter being the focus of this article. Recently, the concept of narratives has gained prominence, mainly when discussing disinformation.
It is important to emphasize that the creation and use of narratives is not a new phenomenon. However, their impact has significantly intensified in the age of social media and so-called “alternative news portals.” Social networks have given narratives a new dimension - deliberately constructed and consciously shaped narratives now spread faster and more intensively than ever before. While we must not underestimate their societal influence, we should also recognize the power of the narratives we ourselves can create.
Source: Pexels-alex-andrews
Strong Narratives as a Tool of Defense
In their neutral essence, narratives can serve as an effective tool for countering disinformation. The key is not only to combat false or manipulative narratives spread through various misinformative posts or articles but also to focus on creating and disseminating our own narratives that reflect our values and vision of the world.
Filipino journalist Maria Ressa, a Nobel Peace Prize laureate, has studied the spread of different types of news. Her research offers an optimistic insight: messages filled with hope can spread just as quickly as negative or sensationalist stories. However, as she points out, crafting such positive messages with viral potential is significantly more challenging.
One definition of narratives comes from the non-governmental organization Over Zero, which describes them as fundamental stories or ideas embedded in media texts. These foundational stories are often broad enough that they do not need to be explicitly named in communication - they frequently emerge as one of the core messages of the discourse.
We construct narratives about ourselves and for ourselves, but we also communicate them to others. They help us make sense of the world and our place in it. Narratives reflect our enduring societal values while also responding to contemporary social issues. They are an integral part of various forms of communication – ranging from political dialogue and social media posts to everyday social interactions.
Thus, narratives can be found in a news article, a social media status, a joke, or a literary work.
Narratives - Good or Bad?
Although the term narrative is often perceived negatively in public discourse, narratives themselves are neither inherently positive nor negative. In communication, narratives are frequently deliberately crafted to influence the values of a target audience. Whether we perceive them as positive or negative depends, among other factors, on our subjective value framework - on whether they align with or contradict our beliefs. The same narrative may be viewed as positive by one group and negative by another, depending on their values and perspectives.
At the same time, narratives help us make sense of complex life experiences and issues. They shape our attitudes and opinions, which in turn influence support for or rejection of social developments and specific public policies.
In the context of today’s multicrisis world, narratives can also have significantly negative effects - especially when they undermine human rights or target specific groups of the population.
The Dangerous Influence of Negative Narratives
The use of narratives in this way is nothing new, but in today’s world, their impact can be especially dangerous. Social media and alternative (often disinformation-driven) media provide a platform that amplifies their reach and intensity.
Negative narratives can:
Encourage the exclusion of certain groups from social life.
Promote the adoption of discriminatory public policies.
Legitimize violations of individual or group rights.
Even justify or directly incite violence against specific groups.
Recognizing such narratives requires paying attention to several aspects, such as:
Who does the narrative target.
What political objectives may it serve.
Who spreads it.
The channels through which it is disseminated.
These factors provide crucial insights when considering a response. The response does not necessarily have to be reactive; we can also proactively create and spread positive narratives that promote values such as solidarity, inclusion, and human rights.
Communication Naturally Operates on an "Us vs. Them" Principle
One of the most common ways narratives influence society is by creating a division between "us" and "them." This basic communication framework makes it easy to define groups, which can be dangerous when one group is portrayed as part of the problem while another is framed as the solution.
Examples of Narratives Used to Harm Specific Groups
A key objective of certain narratives is the exclusion of whole groups of the population, often assigning them collective guilt. One example is when a group is labeled as the source of a virus. Such generalization can be used as a pretext for legislative measures that violate the rights of the targeted group.
These narratives often depict a group as a homogeneous entity, ignoring its internal diversity. This serves as a justification for implementing measures against the group, under the argument that it poses a threat to public health, the economy, or the country’s cultural values, framing the issue as "a matter for all of us."
Deepening Social Polarization
Another consequence of these narratives is the intensification of polarization – dividing society into hostile camps. When such narratives become a routine part of political and public discourse, the risk of human rights violations and escalations of violence increases.
Empathy and Manipulation
Although empathy is generally seen as a positive connecting tool, it can also be exploited as a manipulation tactic. Disinformation narratives evoke empathy toward “us” while simultaneously creating barriers and prejudices against “them.” Examples of such manipulative phrases include:
"Why help others when we don’t have enough ourselves?"
"And who will protect us, Slovaks? We were always the weaker one."
Source: Pexels-padrinan
Dangerous Narratives and Their Consequences
Dangerous narratives build on fear, create divisive identities within society, and often exploit empathy for one’s own group. In doing so, they legitimize hatred or discrimination against others.
This type of manipulated empathy can be used to justify:
Hatred: "We must hate them because they threaten us."
Violence: "If we want to protect our values, we have no other choice."
Discriminatory policies: "These measures are necessary to safeguard our society."
The facts presented in such narratives often promise a brighter future:
"Things will get better as soon as we solve this problem."
Or they justify radical actions:
"This violence or discrimination is necessary for the well-being of our society as a whole."
Narratives frequently rely on our sense of loyalty - to our country, community, or values. By portraying "others" as a threat, they deepen societal distrust. This tactic distracts us from critically assessing issues and seeking constructive solutions.
How to Counter Manipulation and Communicate Through Values
What would society look like if, instead of spreading divisive stories, we focused on narratives that unite us? Imagine a world where, rather than emphasizing differences, we create narratives that connect diverse groups through shared values. In today’s context, this may sound utopian, right? But it is an achievable reality if we consciously work on building positive narratives.
Building Positive Narratives—An Active Tool for Change
Positive narratives that promote our values are not just a passive response to negative ones. They are an active tool for driving social change. They allow us to purposefully shape visions that people want to follow - visions of justice, cooperation, and hope.
We can consciously anchor our communication in the values we seek to advance – be it quality education, environmental protection, or the promotion of democratic principles. These values have the potential to transcend ideological and social bubbles.
For example:
Quality education: This value resonates with people across the country - from urban families to rural communities. A narrative about children gaining access to innovative and fair education can connect diverse groups regardless of political beliefs.
Environmental protection: The issue of protecting clean water, such as the Žitný Ostrov aquifer, is universal. It blurs regional differences and fosters a shared interest in preserving resources for future generations.
While perspectives on how to achieve these values may differ, positive narratives create space for dialogue. Instead of centering on conflict, they focus on finding common ground.
Connecting Unexpected Actors
When building value-driven narratives, effective communication strategies include bringing together unexpected allies and creating strong connections across different segments of society.
Imagine a project where environmental activists collaborate with local farmers to protect water sources. Or an initiative where IT professionals team up with teachers to improve digital education for children.
Such narratives not only address specific issues but also foster a culture of collaboration that transcends political, geographical, and economic divisions.
Storytelling as a Tool for Change
Each of us has the power to tell stories that resonate. Instead of passively consuming manipulative narratives, we can actively build bridges through shared values. The key question should no longer be: "Why is someone manipulating our empathy?" Instead, we should ask: "How can we use empathy to unite?"
Value-driven narratives do not need to be complex. Sometimes, a simple story—about a collaboration that succeeded, or an individual who shifted their community’s view on inclusion—can be enough.
These are the kinds of stories that help us see that change is possible.
Imagine a world where narratives based on fear and hatred are replaced by stories of shared values and connection. Which story will you tell today?
Sources and Further Reading:
Over Zero. "Counteracting Dangerous Narratives in Times of Uncertainty." 2024. Over Zero, Link. Accessed 24 Jan. 2025.
Techsoup. Disinformation and Civil Society Report: Visegrad Countries. Collective of Authors, 28 Jan. 2024. Link.
Maria Ressa. "Hope Has a Plan." 28 Jan. 2024. YouTube Link.
Drevená, Katarína. "Three Main Disinformation Narratives About the War in Ukraine Are Spreading in Slovakia."Infosecurity, 28 Jan. 2025. Link.
Author: Ľubica Stanek, PDCS
Ľubica Stanek works as a lecturer and consultant at PDCS, specializing in communication with a focus on value-based narratives and storytelling.
Background illustration: pexels-tima-miroshnichenko
This piece was published in partnership with PDCS - Partners for Democratic Change Slovakia
You can also read this article in Slovak here!
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