The practice of using the hero's archetype in creating the images of domestic politicians

DOI

10.2991/mplg-ia-19.2019.26How to use a DOI?

Keywords

hero, archetype, image, political

Abstract

The article analyzes the cultural and historical images transformation of the political elite representatives in the context of Russian political culture of the turn of the XX-XXI centuries. The transfer of the leader’s traits popular among the population to the archaic basis of the hero – a defender against the forces of evil and chaos – is used by political strategists and journalists to construct attractive images of government officials. The authors argue that in the information age the qualified use of the hero’s archetype allows accessing to the deep irrational layers of the electorate’s subconscious and ensures elevated ratings — from the Russian President Vladimir Putin to heads of regions and municipal associations.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Natalya Shkurko
AU  - Natalya Balynskaya
AU  - Natalja Dyorina
PY  - 2019/12
DA  - 2019/12
TI  - The practice of using the hero's archetype in creating the images of domestic politicians
BT  - Proceedings of the International Conference on Man-Power-Law-Governance: Interdisciplinary Approaches (MPLG-IA 2019)
PB  - Atlantis Press
SP  - 130
EP  - 134
SN  - 2352-5398
UR  - https://doi.org/10.2991/mplg-ia-19.2019.26
DO  - 10.2991/mplg-ia-19.2019.26
ID  - Shkurko2019/12
ER  -