Story tellers were held in high renown in ancient societies. They were often the only literate (or semi literate) ones in their tribes and, in recalling the myths and legends of their peoples, they were held in high regard. Is this the case for story tellers in your fictional world?
Or because story tellers tell "pleasant lies", are they held in contempt? Not everyone likes fiction after all given it is all made up. (Personally I think these people are completely missing the point - fiction conveys truth while not necessarly being accurate to the nth degee - but each to their own. Besides the really good non-fiction works present their facts in imaginative ways).
Does your world write its stories down or is it still relying on the oral tradition? If print (or equivalent) is available how long has your world has this and who brought it to your world? What impact has print had on your characters? Does printing technology match ours or exceed it?