Storytelling and Politics: Uses of Personal Narratives in Contemporary Public Communication

This thesis examines the increasing role of personal narratives in political communication within the context of contemporary society, characterized by rapid technological advancements and changing media landscapes. The object of this study is to explore how political leaders leverage storytelling to shape the public’s perception, mobilize support, and influence opinions, particularly through digital platforms. The research aims to address several key questions: What types of personal narratives are employed by politicians? What ethical considerations arise from their strategic use? How do these narratives transform political discourse, and in what ways does the current media environment influence political storytelling? Through qualitative analysis of various media content, such as speeches and social media activity, this work reveals how personal narratives operate as powerful tools for persuasion. The findings suggest that while there are generational differences, public communication adjusts to the constantly evolving media landscape and social climate. Effective political storytelling not only evokes emotional engagement but also fosters a sense of identity and belonging among constituents. Furthermore, the analysis highlights how narratives often intertwine with emerging movements such as populism, presenting both opportunities for political engagement and challenges associated with misinformation and biased media representation. Ultimately, this thesis contributes to the understanding of narrative techniques in political communication within the contemporary landscape and emphasizes relevance of narrative in shaping democratic discourse in an era marked by complexity and rapid change.