Archetype and its role in modern culture

The article offers an analysis of the role of the archetype in modern culture. Theoretical approaches to the study of the archetype are considered, the content and functions of the archetype in modern culture are investigated. A historical overview of the concept of “archetype” is provided for a more thorough elucidation of its meanings. The connection between V.A. Shkuratov’s concepts of time types and the mentality model by I.V. Mostovaya and A.P. Skorik, which is based on archetypes, is noted. The commonalities and distinctions in the interpretations of the archetype by C.G. Jung, V.F. Chesnokova, and V.D. Laza are emphasized. A social archetype is defined as a deeply rooted in culture way of action, thinking and emotional response, which is passed on from generation to generation and has a significant influence on the individual’s behavior in a social environment. It is concluded that the social archetype is formed under the influence of historical, cultural, and social factors and is an integral part of our identity, providing us with a sense of belonging to a particular group, guiding our behavior, and helping us navigate the social world.