Likely a combination of both. 

If you watched "Get Him to the Greek," you may have wondered if Aldous Snow, the extension of the highly memorable character played by Brand in "Forgetting Sarah Marshall," was really just a parody of himself. Drug addled and party-happy, with his strange strain of philosophical brilliance being both his greatest and most self-destructive asset, it increasingly appears that the real life version of Brand isn't that much different than his on-screen typecast. 

This is Brand, furthering that narrative. The word "narrative" in this case, is clearly copped from Brand's burgeoning vocab. 

[H/T: KnowYourMeme]