This actually doesn't have to do with a visual meme and it's more for video games (though applicable to the broader topic of culture for other people.)
I hate the term "narrative".
There's this undercurrent of saying "This is mostly bullshit with a kernel of fact but presented in this light, effective bullshit that people will cling to." It's like we have not only accepted that some PR lies and spins but we applaud them for doing so effectively.
Look I work with a company with its own PR division and they are good people who try to present our clients (clients we believe in, btw) in the best possible light. If one of them royally fucks up, we advise them how to deal with crisis, fix it with the press, and move forward. At no point do does PR spin the truth and suggest playing rhetoric games with them or the press. Highlight the positives and try to rehabilitate the negative (if possible). I will admit our PR division has never dealt with anything truly scandalous.
The word "narrative" is a meme at this point and troubling one "What's the narrative shift? Who controls the narrative?" For every one one times this playing with the preconception of the facts benefits a good cause, there is like 3 that support scummy corporate interests.
I just wish the word "narrative" would be given a lot more skepticism.