Political narratives on social media as a tool of influence on public opinion

Abstract

In the context of the rapid development of digital technologies and the growing role of social networks in shaping socio-political discourse, the study of mechanisms of narrative influence becomes particularly relevant. The article focuses on the theoretical study of the mechanisms of formation and dissemination of political narratives in social networks as tools for targeted influence on public opinion. The purpose of the study is to conceptualize the term «political narrative» in the context of digital communication, systematize the mechanisms of its dissemination in social networks, and study the structural characteristics of platforms and algorithmic mechanisms that determine its impact on mass consciousness and the formation of public opinion in the conditions of a modern information society. To study the architectural features of platforms, a structural-functional analysis was used; discourse analysis was used to identify semantic strategies for the formation and reproduction of political messages; and a comparative approach was used to compare theoretical concepts of narrative communication across international and domestic research traditions. The study found that social networks have transformed the traditional model of mass communication, eliminating institutional intermediaries and providing a wide range of people with direct access to the creation of public discourse. It is shown that the algorithmic environment of platforms gives emotionally rich content a structural advantage, making narratives that contradict reality more effective. The design features of platforms have led to the fragmentation of the audience into “echo chambers”, which significantly complicates the spread of counter-narratives. It is substantiated that the automated spread of narratives through botnets initiates a cyclical process of increased visibility, while the «ricochet effect» of refutation reduces the effectiveness of reactionary strategies aimed at countering disinformation. Criteria for distinguishing legitimate and manipulative narratives are formulated based on the verifiability of the factual base, transparency of the source, and causal correctness. The scientific novelty of the study lies in substantiating the mechanisms of political narratives' influence in social networks, not only through message content but also through the platform architecture as an independent factor in the formation of public opinion.