The article deals with the little-studied narratological category of “ethos” of narration, introduced into narratology by the developing “neorhetoric”. The author assumes that contemporary narratology has as its subject the formation and retranslation of the event experience of personal presence in the world. The article argues that the ethical potential of narratology lies not in the discussion of moral values, but in the identification of moral dominants to which a particular narrative corresponds. This aspect of narrative practices, first proposed by Paul Ricoeur, is examined in the historical perspective of the formation and change of the dominant narrative pictures of the world in culture: precedent, imperative, occasional (adve...