Storytelling and Collective Psychology

Kelsey, Darren

doi:10.1007/978-3-030-93660-0

Cited by 2 publications

(9 citation statements)

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“…As Kelsey (2015, 2017, 2022) has shown in previous studies, DMA can be applied in quantitative and qualitative research. However, it has mainly been applied to small-scale qualitative samples consisting of manually selected texts in specific contexts.…”

Section: Introductionmentioning

confidence: 96%

“…According to Goodman et al (2002: 377), ‘archetypes are particularly important to advertising messages because they are readily accessible and understandable and are able to communicate meaning deeply and quickly’. Consumers are prone to instinctively identify with archetypal representations because they form the fundamental ‘building blocks’ of narrative (see Kelsey, 2022). Our approach to archetypes in this paper draws specifically on Jung’s (1959) theory of the collective unconscious, which we will explain next.…”

Section: Introductionmentioning

confidence: 99%

“…Jung conceived archetypes to be ‘innate neuropsychic centres processing the capacity to initiate, control and mediate the common behavioural characteristics and typical experiences of all human beings’ (Stevens, 1994: 49). Through a modern synthesis (Kelsey, 2022), our adoption of Jungian archetypal theory recognises that archetypes are both neurological and evolutionary characteristics that are also shaped by their cultural and historical contexts. As such, archetypes are evolutionary products of both biology and culture, understood as complementary and mutually influential phenomena.…”

Section: Introductionmentioning

confidence: 99%

“…DMA is a framework that was initially designed to analyse discursive constructions of mythologies and how they function ideologically (Kelsey, 2015). More recently, DMA has been expanded to consider the psycho-discursive role of archetypes in mythological storytelling (Kelsey, 2017, 2022). This approach distinguishes discourse, mythology and ideology as separate (albeit overlapping) terms.…”

Section: Introductionmentioning

confidence: 99%

“…This represents a distinct set of abilities and values to that of the warrior and requiring the two characters to work together (as in the military roles portrayed here) is a common feature of stories. Furthermore, Kelsey (2022: 21) explains how magicians and wise old men in popular storytelling often reflect characteristics of the warrior archetype through fictional examples such as Gandalf in Lord of the Rings, Doc Brown in Back to the Future and Mr Miyagi in the Karate Kid.…”

Section: Introductionmentioning

confidence: 99%

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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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Section: Introductionmentioning

confidence: 96%