Narratives vs Ideology: new Dimensions of the Formation of National Unity in Ukraine

Abstract

The aim of the article is to justify innovative approaches for ensuring the self-sufficiency of the social system and the integrity of society. The article is based on the interdisciplinary approach and such general and special scientific methods: analysis, synthesis, functional, axiological, comparative, generalization, system analysis, modelling. It has been concluded that a narrative approach has to be used to ensure the consolidation of the nation and the establishment of consensus between institutionally different subjects of public administration. The types of narratives have been singled out: meta-narrative, strategic narrative, narrative, counter-narrative; and the structure of the narrative has been offered: process from the object’s position, from the subject’s position and as a synthetic narrative. The authors have substantiated strategic communications as technologies of narrative dissemination and have developed their concept. The authors of the article have proved that strategic communications ensure the synchronization of narratives and their coordination with the national idea and government actions in the process of information and communication activities of the state.