WEB-ANALYTICAL TOOLS IN THE OFFICIAL NARRATIVE, THE MEDIA NARRATIVE, AND THE PUBLIC NARRATIVE COMPARATIVE STUDY THROUGH THE FAMILY IMAGE AND FAMILY POLITICS EXAMPLES

Aim. The article deals with the methodological aspect of the problem of mass consciousness narratives studying. Methodology. The methodology for applying web-analytical tools in the framework of socio-political studies of mass consciousness phenomena and technologies of its formation are considered using the example of the value narrative analysis. The semantic theme of web analytical monitoring in the article is the sphere of state family policy and its reflection in empirical indicators of public interest level in the Russian-speaking Internet-space. To draw conclusions about the level of public interest, authors introduce the concept of “empirical indicators of network narrative.” It represents a discursive sum of three groups of web-analytical indicators: official narrative; media narrative and public narrative. Results. Based on the monitoring results, the following conclusions are made concerning the relationship between different narratives that touch on issues of values and the state image formation policy. The public narrative generally follows the media narrative, but it is not determined by it. In forming their own narrative, the largest news agencies are guided by official statements, while smaller media outlets tend to focus on public demand. The reach of the media is many times greater than the capabilities of social networks, in cases where they rely on the official narrative. However, as soon as the official narrative weakens or switches to another agenda, small media and social media gain a predominant influence on the audience. Research Implications. The authors propose a model for using specialized web-analytical tools for collecting and primarily processing empirical data in the study of public narratives on the Internet.