ARCHITICS OF MODERNITY: UKRAINIAN MEASUREMENT

Abstract

The authors claim that “populism” as a phenomenon becomes the archetype of the modern world. They point out that populism is based on the emotional and irrational nature of fear and the self-preservation instinct. The authors determine that all the psychological traumas of previous generations affecting modern social life were imprinted in the collective unconscious. At the same time, new archetypes that are grown and been formed, become a factor in influencing the behavior of a generation of people.

The article justifies that the information-communicative world, which is developing rapidly, is the instrumental basis of populism. It is stated that the modernization of countries around the world, easy access to global information networks and the widespread use of smartphones give people the opportunity to use the Internet. Social networks are one of the most popular online activities. 

It is indicated that the media in the modern society life play an important and at the same time dangerous role, replacing the function of informing the population to form certain attitudes, ideas and thoughts. The authors claim that modern information resources are primarily aimed at manipulating the public consciousness, which is controlled by governments of different countries, owners of television channels, and are used as a propaganda weapon. Under such conditions, the authors predict, the archetype of populism will increase its influence on the subconscious during democratic electoral races.

The article proves that the ground for the development and flourishing of the archetype of “populism” in Ukraine is very fertile, because the society is traumatized in the third and second generation and is experiencing post-traumatic psychological syndrome of famine, repressions, loss of statehood, Russian aggression in Eastern Ukraine, therefore, the use of “populism” in society will only increase and will contribute to making of irrational decisions.

At the same time, there is a public demand for change and the need for a selfactualized introverted active person.