The Influence of Mythology on Modern Social and Market Communications

Epistemological studies in Philosophy, Social and Political Sciences 7 (1):71-77 (2024)
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Abstract

The problems of the influence of the second generation of myths on the consciousness of man and society are considered. The study is conditioned by the growing influence of the latest political and social myths, which are created on the basis of archetypes that formed the cultural foundations of modern civilisations. Crisis situations in society, when individuals in society are unable to explain the events taking place from the point of view of reason, intensify irrational factors in the interpretation of existence, which actualises the appeal to the philosophical understanding of modern mythogenesis.The study shows that the creators of second-generation myths (newer myths that use the archetypes of first-generation myths) can have a different impact on society. By creating social myths, they can either help an individual to identify with a particular culture, social group, etc., contribute to unifying society, stabilising it and mobilising people’s efforts to achieve common goals, or lead to intolerance towards other groups in society. Destructive myth-making can be used by certain groups to destabilise and divide society.Based on a study of the impact of modern myth-making on the consciousness of individuals and society, the author concludes that the destructive influence of second-generation myths can only be countered if individuals are better acquainted with the history, culture, customs and traditions of other nations, which will allow them to rationally explain the content of myths. A philosophical understanding of the content of myths helps to be critical of their content, to understand the hidden meanings of their symbols, and to recognise in whose interests certain views and concepts are imposed.

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