myth where people were held captive in the dark cave unable to escape the womb of the Earth trying to reach for the Sun. (Republic, VII, 514-517)]. But why do “Gods die” if man is still capable of using the archetypes of the collective unconscious like The Great Mother or Trinity as a shield against the images of his personal unconscious so terrifying, uncontrollable, and unpredictable. In one of his works Jung made a comment that “the gods die from time to time due to man’s sudden realization that they don’t mean anything, they are made by his hand of wood and stone and are totally useless” [1; 105].
Someone’s ideas may attract man so as to temporarily fill the emptiness inside him. Besides, their introjection is fairly simple and does not require any special creative efforts: no need to get into heavy thinking, take risks, or go through any painful experience. The values of the collective unconscious are like cooked dumplings – they are easy to use. But they give rise to new patterns pertaining to anything from primitive emotional manifestations to ones views and outlook.Due to his stereotypical behaviour, actions and thoughts modern man can save a lot of time to accomplish a great number of things not necessarily related to him personally. But irrespective of that there still exist some steady behavioural patterns as to the way he should live, work, feel, etc. not willing and having no time to spare both his mental and physical efforts.
There’s a standard list of social recreational activities in which one gets involved during one’s personal free time, and the choice extends from embroidery to parachute jumping and from attending theatre to training seminars on Tantric sex. Modern consumers readily consume both material
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