Abstract
Concerning current situation and media ecology actors of political communication should be fl exible to adapt their PR strategies to the fl uid agenda and mosaic thinking of their audience. The following article aims to describe one of the most multi-faceted archetypes used in political communications - the archetype of Trickster. Using the method of case study, the author argues that concerning information society and digital culture Trickster gains better opportunities to hold a successful PR campaign and to build a solid political image. The author describes the following archetype with the address to three fi gures of international and Russian politics that appear in agenda in 2010-2018: Donald Trump, Alexey Navalny, and Julian Assange. Using the notions of narrative politics and theory of archetypes, the author concludes vast potential of Trickster archetype in modern political communications, that can be even stronger than the traditional images of Hero or Wise Ruler. The author assumes that Trickster fi gure in modern politics became wider than classical image of Fool and Jester and now is also widely used in the aspects of “noble thug” and Shaman.
Highlights
The traits and results of “mediatization of politics” are widely known and described by Russian and foreign scholars. These are the widespread of fake news, that are often more impressing and eye-catching than the actual news, the growing popularity of social media such as Instagram, Twitter or Facebook as a tool for political communication, the falling of interest to the “pure” political news as it is [1; 2]
When we look at the communication of Donald Trump, there is no doubt that he is used to the tools of Trickster game: the list of people, things and companies that Trump has insulted at his Twitter already counts more than 590 names [8]
The storytelling as a method of political communication is still studied by the scholars, widely used practically
Summary
Three faces of Trickster in modern politics: Donald Trump, Alexey Navalny and Julian Assange. The following article aims to describe one of the most multi-faceted archetypes used in political communications – the archetype of Trickster. The author describes the following archetype with the address to three figures of international and Russian politics that appear in agenda in 2010–2018: Donald Trump, Alexey Navalny, and Julian Assange. Using the notions of narrative politics and theory of archetypes, the author concludes vast potential of Trickster archetype in modern political communications, that can be even stronger than the traditional images of Hero or Wise Ruler. The author assumes that Trickster figure in modern politics became wider than classical image of Fool and Jester and now is widely used in the aspects of “noble thug” and Shaman
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