The text concerns a very complex and multifaceted phenomenon of the creation of heroes and heroines in various media messages that take the form of a story. The need to analyze this problem results from the author’s personal experience in building storytelling in advertising, on radio platforms, in the press and in the case of fictional publications. This phenomenon is related not only to the fundamental issues for creating effective communication in the media space (cinematography, literature) but also to pre-viously unknown, innovative forms of building stories (e.g. in podcasting, video games, or applications dedicated to virtual assistants and assistants).