The use of the trickster archetype in the modern russian federal and regional political practice

Shkurko N., Balynskaya N., Efimova L., Volkov S., Afanassiev N., Pudov A.

The article analyzes the use of archetypal images — the Hero and the Trickster — in the modern practice of political campaigns. When creating a «legend» and popularizing a candidate, this technology effectively connects images that are stably transmitted from generation to generation on the principle of «domination — submission». Attractive images of government representatives are created by political strategists by transferring qualities demanded by voters to the archaic basis of the Hero — a defender from the forces of evil. The election legend, built on the basis of the trickster archetype as a destroyer of old foundations, a bearer of new ideals, an ironic, daring critic of the plans and decisions of the establishment, — steadily ensures the growth of ratings of a politician who is in opposition to the ruling party.

Keywords:archetype, political practice, mass consciousness, the heroruler, the trickster, the opposition leader, ruling party, «power vertical».