[cdchn]

Narrative is the correct word for what this is. This is what Facebook leadership wanted to persuade the Facebook rank-and-file that _this_ is what they're about. This is purposeful internal propaganda.

[JumpCrisscross]

There is always a narrative. It’s how our brains synthesise. The existence of a narrative is neither deifying nor damning.

[cdchn]

A narrative is what a person wants you to perceive, not how you end up perceiving it.