Побудова іміджу політиків з урахуванням психологічних архетипів під час президентських виборів у США 2016 року (на прикладі Дональда Трампа та Хілларі Клінтон)

Abstract

The article makes an attempt to distinguish and analyze archetypes that form the public images of Donald Trump and Hillary Clinton during the 2016 presidential campaign. The article presents analysis of the archetypes that form the public images of Donald Trump and Hillary Clinton during the 2016 presidential campaign. The archetypes were analyzed according to both Carl Jung (to the archetypes that K. Jung has paid the greatest attention to in his works include: Self, Shadow, Anima, Animus, Person) and modern definitions. Special attention is attributed to the Trickster archetype. The study shows that this particular archetype was crucial in the image of Donal Trump, which from the very start has positioned himself as a controversial politician, which defies social norms and stereotypes. Thanks to his rather sharp statement, unpredictable behavior, impulsive reactions, he quickly managed to draw the attention of society to himself. Mass media actively picked up and distributed all the information about it, because it contributed to their popularity. In this case, the dividends were reciprocal and calculated: Donald Trump constantly attracted the attention of the public, Mass Media continued to focus his attention on his actions, attracting it again to himself. But is Donald Trump really the one, that we perceived him all the time? Is this a well-thought-out strategy, through which, a public person constantly keeps his attention without spending a lot of money on it? Non-standard, surprising, categorical are those manifestations of a character in which we always focus attention. According to the previous feature of Trickster’s archetype, which can both cause sympathy and horror at the same time, we follow such behaviors during the pre-election process and in Donald Trump. It is these behavioral mechanisms that many people can not afford, because they do not conform to social norms and have begun to cause sympathy for him in a certain part of the electorate, which then made a choice in his favor. It is noted that Hillary Clinton’s image was formed on the basis of a new 21st century Power Woman female archetype, as such image is usually well accepted by general public. The image of Hillary Clinton was built according to the traditional scheme (based on the archetypes of Person, Mother), taking into account the public’s expectations. But, in most cases, her behavior, public statements, were a response to rhetorical attacks, Donald Trump’s actions, which prevented her organically positioning herself. Changing the political situation in the country required some changes in archetypal images, namely, a certain correction of the image of Hillary Clinton, her strategy, rhetoric, and behavioral characteristics. Hillary Clinton’s image correction was gradual and therefore not very noticeable. Political technologists, responding to the demands of society, created an image that was positively perceived by a large part of the public. She became much more feminine, while remaining a strong woman.