The crucial components of contemporary conflicts (including military conflicts) are the spectators and the audience who have a role to play in how the conflict plays out. Conflicts are, to a significant degree, formed by meanings construed in interactions (e.g., in both rational and emotional arguments) taking place in communicational networks (both physical and virtual). One possibility to consciously govern information conflicts is to design strategic narratives. One of the primary functions of strategic (conspiracy) narratives is to offer "a framework through which conflicts' past, present and future can be structured" (Nissen 2015: 45). Strategic narratives create a context (that organizes various information fragments) and guides the meaning-making of the social media audience. It is crucial to pay attention to the fact that in social media interpreters can actively respond to strategic narratives, and also to enrich the general story-world with their own associations. We outline the dominant ways of nudging the context, inciting fear (articulation of threats and dramatization), evoking mistrust and suspicion (e.g., towards state authorities or competing business), fixing strategic talking points, and fostering associations with other elements of the strategic narrative. All those mentioned aspects have a significant role in influencing the decision-making process of the interpreters and mobilizing them as an audience. We are aware of the difficulties of identifying the intentionality which drives the creation of certain social media content. How should the intentional structuring of narratives, targeting of audiences, and the manipulative intentions of the designer be conceptualized in the context of social media? In the context of social media it is extremely difficult to make claims about the intention of policymakers, journalists, and others involved. Critical statements about "malevolent intent or supportive claims about goodwill both appear weak without actual firsthand contact" (O'Loughlin et al 2017: 51) with those who formulate the strategies. This is why we rather address potential/possible acts of manipulation. The framework of cultural semiotics emphasize what kinds of meaning-making techniques are involved in constructing information operations and dynamics management. Eco's (1979) concept of the model reader is relevant in explaining the techniques of manipulating the audience's preconceptions and relating strategic narratives with collective memory. Roundtable (organized by Andreas Ventsel & Mari-Liis Madisson, Tartu University): Misinformation, strategic communication and infowar: semiotic approach