OP didn’t make a statement about the facts on the ground, but the culture and myths of the time. (If you think the villainy myths we tell ourselves today are more grounded in truth, they’re not. We’re always in a narrative. And there is nothing wrong with collective narratives.)
Narrative is the correct word for what this is. This is what Facebook leadership wanted to persuade the Facebook rank-and-file that _this_ is what they're about. This is purposeful internal propaganda.
