FEATURES OF THE CONCEPTS OF TIME OF SUBJECTS WITH DIFFERENT LEADING PERSONALITY ARCHETYPE

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Purpose. The article is devoted to the study of semantic universals of time estimation by subjects with different leading personality archetype. The subject of the study is the peculiarities of assessing the time continuum associated with the leading personality archetype. The author considers the archetype as a deep semantic structure, manifested at the level of surface structures in the specifics of evaluating stimuli, including the time continuum. Methodology. The sampling consisted of 112 people who differ in the leading personality archetype. To determine the leading personality archetype, a set of MAC "12 archetypes plus" was used, and a specialized semantic differential "time" was used to determine the subjects' ideas about the time of their lives. The processing of the received data was carried out using the method of semantic universalities. Results. As a result of the study, data were obtained on the presence of differences in the semantic universalities of estimating the time of their lives by subjects with different leading personality archetype. At the same time, the differences obtained are relevant to the localization of the leading archetype on the axes of the archetypal space, which indicates the manifestation of the archetype at the level of semantic structures in the evaluation of the time continuum. Practical implications. The results of the study can be used for further research of archetypes as deep semantic structures, as well as in the field of practical use of knowledge about the psychology of the archetype, such as psychological counseling or the psychology of advertising.