Affective Apparatus: Collective Unconscious, Archetypes and the Transpersonal

Kelsey, Darren

doi:10.1007/978-3-319-60759-7_2

Cited by 3 publications

(11 citation statements)

References 2 publications

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“…More broadly, our analysis highlights the importance of archetypes and myth in contemporary politics. Given that archetypal figures ‘do not carry a monolithic form or set of characteristics and values’ (Kelsey, 2017b: 41), they can be adapted to different times and circumstances, and also to the qualities and ideological standpoint of the political actor. As such, the comparisons we discussed earlier between May and Margaret Thatcher suggest there exists an ‘Iron Lady’ archetype in British politics.…”

Section: Resultsmentioning

confidence: 99%

“…For Lule (2001: 24), the trickster is ‘one of the most fascinating and complex mythological figures found in hundreds of societies’, given that it embodies such diverse qualities as cunning, playfulness and a desire to push boundaries (see Kelsey, 2017b: 43–44). The form these different archetypes take on is ‘largely dependent on context’ (Kelsey, 2017a: 24), so the characteristics of a hero figure, for example, will also reflect (narratives about) particular ideals and values that are present within a society (Kelsey, 2017b: 41; see Lule, 2001: 83). It is notable that most of these archetypes have traditionally been ‘male’ characters, and that arguably the more restricted range of female characters has performative implications.…”

Section: Theoretical Considerations: Leadership Persona and Narrativementioning

confidence: 99%

“…And some need to be told that what the government does isn’t a game’ (May, 2016c). With this criticism, May depicted her rivals as archetypal tricksters, whose function in this instance was to ‘challenge orders and mix things up with chaos’ (Kelsey, 2017b: 143). These characteristics found their clearest expression in the decision to hold the EU referendum, and in the exaggerations, falsehoods and ‘mischief’ that marked the campaign (see Stone, 2017).…”

Section: Chapter 1: May’s Declaration Of Candidacymentioning

confidence: 99%

“…After all, ‘we cannot escape or rise above mythology and we all carry ideologically driven perceptions and cultural influences on our interpretations of events and our attempts to understand society’ (Kelsey, 2017b: 158). In turn, mythology and ideology shape our views about their positive or negative effects, and so preclude an impartial account of their functioning in contemporary politics (Kelsey, 2017b: 162). We begin the article by demonstrating how the performance of any narrative – but especially, a personalised one – is central to politics.…”

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confidence: 99%

“…This is why we use the term ‘persona’ rather than ‘character’. As our claims are performative not substantive, so we adopt Jung’s conception of persona as ‘a kind of mask, designed on the one hand to make a definite impression upon others, and on the other to conceal the true nature of the individual’ (quoted in Kelsey, 2017b: 42).…”

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confidence: 99%

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Narrative, persona and performance: The case of Theresa May 2016–2017

Atkins

2020

The British Journal of Politics and International Relations

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A narrative and performance analysis of the period between the 2016 EU referendum and the 2017 general election makes an empirical and theoretical contribution to understanding personalised politics at the present time. This article contends that Theresa May’s initial success proceeded from her rhetorical construction and performance of a persona founded on the archetypal healer, together with a narrative based on the myth of One Nation. However, her decision as Prime Minister to align herself with the pro-Brexit constituency and her neglect of the ‘just about managing’ called both her persona and narrative into question. The highly personalised general election campaign ensured the focus stayed on May, while the manifesto offered her a new ‘flawed’ narrative that resulted in the collapse of her early leadership image. By the time of the election, May was performing neither the narrative nor the persona; she was effectively absent from her own campaign.

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Section: Resultsmentioning

confidence: 99%

Section: Theoretical Considerations: Leadership Persona and Narrativementioning

confidence: 99%

Section: Chapter 1: May’s Declaration Of Candidacymentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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Narrative, persona and performance: The case of Theresa May 2016–2017

Atkins

2020

The British Journal of Politics and International Relations

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Euphoric defiance: The role of positive emotions in the British Eurosceptic discourse

Henkel

2021

Journalism

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Ever since Britain voted to leave the European Union, emotions have dominated the public debate. How negative emotions, such as anger, have impacted the Brexit vote, has been widely researched. Less attention has been focused on the role positive emotions played in debating Britain’s relationship to the EU. Using critical discourse analysis and drawing on appraisal theory to investigate the representation of emotions in six sample texts from a corpus of so-called ‘Euromyths’ ( N = 334), this study argues that positive emotions were used to create a myth in Roland Barthes’ sense to naturalise a Eurosceptic ideology of British defiance and power.

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The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising

et al. 2022

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This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse Jungian archetypes, we focus on three US advertising campaigns that depict the army hero. Our analysis reveals that representations of the army hero combine traits, symbols, and images of the Magician, Warrior and King archetypes. ‘Archetypal blending’ is theorised in order to understand the mythological complexities of modern heroism, which expands the individually centred Hero’s Journey through references to a collective journey and collective responsibility. This study advances theoretical insights into how advertising blends narratives of heroism and other mythical archetypes to remain meaningful to multiple audiences - balancing the reproduction of conventional views of military heroism with representations that reflect changing societal values.

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Affective Apparatus: Collective Unconscious, Archetypes and the Transpersonal

Cited by 3 publications

References 2 publications

Narrative, persona and performance: The case of Theresa May 2016–2017

Narrative, persona and performance: The case of Theresa May 2016–2017

Euphoric defiance: The role of positive emotions in the British Eurosceptic discourse

The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising

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