JUNG’S CONCEPT OF ARCHETYPES IN FEMINIST REVISIONIST MYTHOLOGY, IN THE CONTEXT OF M. ATWOOD’S PENELOPIAD AND M. MILLER’S CIRCE

The article deals with the concept of archetypes by K. G. Jung in the context of M. Atwood’s The Penelopiad and M. Miller’s Circe, which represent feminist revisionist mythology tradition. The study focuses on exploring the transformation of the Jungian archetypes of the figures of Penelope and Circe in Atwood and Miller’s novels. The author argues that while in original myths Penelope and Circe represent the archetypes of Mother and the feminine representation of Wise old man, in the novels Penelope’s archetype transforms into Mask, and Circe starts representing Mother archetype. The author comes to the conclusion that such transformation is a result of Atwood and Miller’s dealing with feminist agenda as well their attempt to present different sides of female experience, making mythological figures closer to real women.

Appropriating Archetypes

Based on ethnographic fieldwork in Southern California, this paper explores how non-Indians use and appropriate statues of Hindu deities. In particular, I focus on a particular group of spiritual seekers who see these statues, or murtis, not as manifestations of the divine—that is, not as Hindu gods themselves—but instead as symbols that correspond to Jungian “archetypes.” This spiritual practice of “working with” an archetype is quite different from what one might encounter in a Hindu temple in India, and indeed, the underlying theologies of the practice map better onto American metaphysical religion than they do Hinduism. The article ends with a reflection on appropriation, focusing on the ways in which this spiritual practice promotes a form of universalism in which the very idea of appropriation becomes impossible.

The adaptation of anthropomorphism and archetypes for marketing artificial intelligence

Purpose This paper aims to present an exploration of possible associations between the Jungian archetypes frequently used in marketing and three well-known products based on artificial intelligence (AI), namely, Sophia, Alexa and Articoolo. Design/methodology/approach The study conducted emotionalist interviews to gather thick data from 11 participants on how they conceptualize these AI-based products. In the absence of any existing relevant hypotheses, this paper attempts to build theory using a case study approach and qualitative analysis of interview narratives. Findings Despite the human attributes ascribed to these products, participants were principally concerned with their purpose, efficiency and the degree of trust which they felt could be accorded to the product. Anthropomorphism emerged as significant with participants making some associations with common archetypes traditionally exploited in marketing and this suggests a possible means of enhancing consumer trust in AI products. Originality/value Little research has been conducted on the marketing of AI and this study presents a timely identification of some potentially significant issues. As AI is intended to mimic some aspects of human intelligence, the role of the archetype in creating a personality to enhance trust may prove crucial in securing consumer confidence.

The Modern-Day Feminine Beauty Ideal, Mental Health, and Jungian Archetypes

Introduction: It can be argued that beauty is not only an aesthetic value, but it is also a social capital which is supported by the global beauty industry. Advertising kindly offers all kinds of ways to acquire and maintain beauty and youth that require large investments. Recent studies demonstrate that physical attractiveness guided by modern sociocultural standards is associated with a higher level of psychological well-being, social ease, assertiveness, and confidence. What is behind this pursuit of ideal beauty and eternal youth: the life-long struggle for survival, selfless love for beauty, or something else that lurks in the depths of the human unconscious? Purpose: The aim of the paper is to analyze the modern-day feminine beauty ideal through the lens of Jungian archetypes. Methodology: An extensive literary review of relevant articles for the period 2000-2020 was performed using PubMed and Google databases, with the following key words: “Feminine beauty ideal, body image, beauty and youth, mental health problems, C.G. Jung, archetypes of collective unconsciousness”. Along with it, the author used Jung’s theory of archetypes, integrative anthropological approach, and hermeneutical methodology. Results and Discussion: Advertising and the beauty industry have a huge impact on women and their self-image. Exposure to visual media depicting idealized faces and bodies causes a negative or distorted self-image. The new globalized and homogenized beauty ideal emphasizes youth and slimness. Over the past few decades, the emphasis on this ideal has been accompanied by an increase in the level of dissatisfaction with their bodies among both women and men. Though face and body image concerns are not a mental health condition in themselves, they have a negative impact on women’s mental health being associated with body dysmorphic disorder, social anxiety disorder, obsessive-compulsive disorder, panic disorder, depression, eating disorders, psychological distress, low self-esteem, self-harm, suicidal feelings. These trends are of real concern. The interiorization of the modern standards of female beauty as the image of a young girl impedes the psychological development of women and causes disintegration disabling the interconnection of all elements of the psyche and giving rise to deep contradictions. This unattainable ideal is embodied in the Jungian archetype of the Kore. Without maturity transformations, the image of the Kore, which is so attractive to the modern world, indicates an undeveloped part of the personality. Her inability to grow up and become mature has dangerous consequences. Women “restrain their forward movement” becoming an ideal object of manipulation. Thus, they easily internalize someone’s ideas about what the world should be and about their “right” place in it losing the ability to think critically and giving away power over their lives. Conclusion: Overcoming the psychological threshold of growing up, achieving deep experience and inner growth, a woman discovers another aspect of the Kore, ceases to be an object of manipulation and accepts reality as it is, while her beauty becomes multifaceted and reflects all aspects of her true personality

Knowing as Holistic Experience: A Challenge to Plato from Jungian Sandplay

Plato’s suggestion that pure knowledge, described in his theory of Forms as the archetypal basis of reality, is questioned using the sequence from the key session of a Jungian Sandplay therapy case as an example of direct human experience of the archetype. As was recognized by Jung, a parallel may be drawn between Jungian archetypes and Platonic Forms in that both are primary structures contained and manifested in the phenomenal world. In Sandplay, a patient unable to transcend her quandary through reason is able to find relief from the tension of the arguing opposites within her when she creates an image with her hands, in a state of reverie, responding to an internal impetus governed not by reason alone but by spontaneous, nonverbal sensory experience. The image she creates in this way brings her into a deep relationship with herself and marks the beginning of a newly forming selfconfidence that guides her. This example illustrates the holistic nature of human experience and change processes, in therapy or in any learning context.

JUNGIAN ARCHETYPES AND PATRIARCHAL PATTERNS IN WHEN NIETZSCHE WEPT

Archetypes, according to Jung are inborn personal unconscious, and this part of the psyche is truly not individual but ‘universal’ and in contrast to the personal psyche, it upholds specific contents and modes of behavior that are somewhat same for all individuals living or dead in different space and time zones. Literature is an essential tool for tracing human archetypes, the collective unconscious, and Yalom’s novel When Nietzsche Wept as a unique psychological study of fictional and well known historical figures provides the same. The paper investigates the strata of the character’s unconscious feelings of toned complexes of their psyche. However, the article also traces the contents of the collective unconscious as the inherent universal part of psychic life known as Archetypes present in the novel. Yalom’s When Nietzsche Wept as a fantastic tale of historical figures colliding into each other gives a chance to verify how certain archetypes are universal and even intellectuals and layperson without exception are beholders of such patterns.