Abstract: The article introduces a previously non-studied category of motivating content in scientific discourse and substantiates its reception by the audience from a practical and functional point of view. Using the example of the representativeness of six TikTok videos (vertical content) and You-Tube (long horizontal content) platforms, the specific features of the audience's reception are considered. Firstly, for the first time in the article, through the prism of various approaches, a stereoscopic picture of the phenomenon under study is formed, namely: the composition of the videos, the reception of the viewer. It is also proved that their structure is based on the actualization of the narrative archetypes of fairy tales considered by V.Y. Propp. Secondly, the motivating content defines the sequence of narrative elements and highlights the key features of the syntagmatic plot unity. Thirdly, the author defines the means of artistic expression functioning in the narrators' speech, tropes and constructions that are grammatically unrelated to the members of sentences and affect the viewer's reception. The author also defines the functional feature of motivating content, which consists in a psychological and therapeutic function. As a research method, the author revives the theoretical textbook postulates of the fairy tale narrative, based on the decomposition of material to identify narrative matrices. The novelty of the work lies in the fact that for the first time the significant role of motivating content in the media space is substantiated, and the motivating content itself is analyzed as a separate formal and meaningful type of content, the originality of which is determined by literary-narrative, psychological components. In conclusion, the study identifies the main features of building motivating content on the You-Tube horizontal long videos media platform and TikTok short vertical videos service.

Abstract: The research task set by the authors is based on an attempt to analyze the phenomenon of the media narrative in a structural and functional aspect. The selected material includes publications of a social network banned in the Russian Federation for promoting Instagram photos. For the study, the authors selected three thematically representative accounts (the total number of subscribers is 600 thousand) and five materials containing information about the success stories of various celebrities. The subject side of the analysis includes narrative functions (motives) that can be found in these publications. The relevance of this work lies in the manipulative power of the above-mentioned materials and their ability to bring a person into an active motivated state. It is noted that such materials can carry a psychological and terrapeutic function for the viewer. The methodological basis is the narrative theory of V.Y. Propp, which assumes the decomposition of the material into invariant composite blocks necessary for the construction of a media story.
The scientific novelty of the research lies in the need for the presence of such content in the media space. Since the authors of the study provide a universal set of mandatory narrative matrices, bloggers, firstly, get the opportunity to save time when creating publications, and secondly, they get the opportunity to bring the audience into an active motivated state through the success story of a famous personality.
Among the most important conclusions, the authors note the exceptional popularity of the narrative motives of departure, struggle, transfiguration, victory and accession (wedding). They contain the main elements of the narrative. Similarly, the authors note that differences in the creation of materials (videos, texts, illustrative material) do not affect the interest of viewers and do not exclude the above-mentioned fairy-tale motives. Consequently, due to the fact that such materials are highly popular, the authors claim that they have an important social function.

Abstract: The article puts forward and substantiates the concept of motivating content. On the example of the four most representative videos posted on the You-Tube video platform, its specific features are considered.
So, firstly, the specifics of the composition of the analyzed videos are revealed, it is proved that their structure goes back to the narrative archetypes of a fairy tale. Secondly, the order of the narrative elements is determined and the key features of the emerging syntagmatic plot unity are described. Thirdly, the functional specificity of motivating content has been established, which lies in the fact that it performs a psychological and therapeutic function (motivating content helps in resolving a personal psychological crisis, temporarily replacing real psychological help). The method of functional analysis of the fairy tale narrative, developed by V. Propp, serves as a research method. This method is based on the principle of decomposition of a work, which allows you to divide the material into its component parts and analyze the invariant features of the text series. The novelty of the work lies in the fact that it presents a functional analysis of narrative matrices found in media works that perform a psychological and therapeutic function in society. As a result of the study, the author concludes that MC is useful both for the blogger (increase in the audience) and for the viewer (the first, but temporary, psychological and therapeutic help).