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: As a research task, the authors made an attempt to analyze the phenomenon of the media narrative in the structural and functional aspect. The selected research material includes the following phenomena: Soviet posters, publications in the mass media (MSK) and videos (motivational content) posted on the TikTok platform. The subject side of the study includes narrative motifs presented in the relevant materials.
The relevance of this scientific research is due to the fact that the media narrative has a large "manipulating resource" and can affect the individual or society. The manipulative "power" of the media narrative is increasing in direct proportion to the development of information technologies in modern society. The research methodology is based on the narrative theory of V. Ya. Propp, which involves the decomposition of the plot into composite invariant motifs. The analysis showed that the motive of struggle in the studied media narratives is the key one, it is repeated in all plot constructions - from the narrative of the Soviet poster to modern narrative forms. The importance of this motive is explained by the fact that it is associated with the goals of media exposure, and the recipients begin to reproduce the motives from the materials studied by the authors in reality. That is, we can say that the audience, consuming information containing this kind of media narrative, begins to become a part of it itself, but in reality.

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).