The thesis that is held in this theoretical essay is that the narrative is here understood as a structural condition of human existence that has an ontological scope. Thus, the starting premise of this trial would be that individuals, collectives and institutions give significance to reality and experience in a narrative way To reflect on the role that narrative has in the media and deepen in previous statements, firstly, a review of the contributions of semiotics, semiotics and discourse studies have been developed. Secondly, the narrative structure of the media discourse is analyzed in a wide sense. Thirdly, it is explored how the narrative impregnates the traditional media. Finally, the narrative imprint of new media and social networks is questioned.