The aim of the study was to identify the mechanisms and directions of transformation of cultural narratives in the digital environment and to determine the role of digital media in the formation of new forms of collective memory. An interdisciplinary approach was employed, combining methods of discursive analysis, structural-semantic modelling, and cultural hermeneutics to identify patterns of change in cultural narratives within the digital space. The study demonstrated that the category of the “cultural narrative” in contemporary humanities has ceased to be merely a narrative structure and has instead become a complex of meaning-producing practices that shape collective ways of interpreting the past, present, and future. An analysis of historiographical approaches showed that the narrative representation of history is an act of constructing meaning rather than reproducing facts, which determines the specificity of cultural discourses. A comparative analysis of classical and media-oriented theories revealed two main developmental tendencies: a shift from the grammar of storytelling to technologies of memory. In the digital age, cultural narratives acquire a modular, fragmentary, and multiple structure, giving rise to new modes of representing experience. It was determined that digital audiovisual practices influence narrative processes through three mechanisms – interactivity, visualisation, and algorithmisation – which transform the ways cultural meanings are produced and perceived. These mechanisms are considered key factors in the transformation of social communication practices under conditions of digitalisation, as they redefine the forms of interaction, circulation of meanings, and public engagement with cultural memory. In the Ukrainian context, digital initiatives in the field of cultural heritage, including the digitisation of museum collections and online archives, combine the functions of preservation and representation of national culture under conditions of war. This indicates the emergence of a new type of narrative – interactive, networked, and hybrid – combining local memory with global visibility. The digital transformation of cultural narratives has revealed both the potential for democratising access to culture and the risks of algorithmic inequality and loss of depth of content. Preserving cultural autonomy in the digital environment requires the integration of technological innovation with critical awareness and institutional support. The results of the study may be used in the development of strategies for digital humanities, cultural policy, social communication technologies, and programmes for the digital preservation of Ukraine’s cultural heritage

memory construction; collective consciousness; social communication; digital documentation