Implementation of the myth of the cultural hero in the social and political reality of Ukraine




political myth, cultural hero, mythologeme, collective subconscious, manipulation of mass consciousness.


The article analyzes populist trends in the modern social and political space of Ukraine, in particular, the process of introducing the myth of the cultural hero. The methodological foundation is Jungian philosophy, which recognizes that social activity is caused by the motivational forces of the collective unconscious (C. Jung, E. Fromm, J. Campbell). The hypothesis is put forward that the political choice of the electorate is a manifestation of the objectification of the universal cross-cultural myth. During the analysis of the architectonics of the corresponding myth, 11 mythologemes were found, combined into a narrative about the evolution of a prominent person. The presence of these mythologemes in the television series “Servant of the People”, which contributed to the victory of the young actor Vol. Zelensky in the presidential elections of 2019, was traced. It is concluded that the mentioned cinematographic product covertly influenced the electoral position, forming it by means of instrumental labelling based on a myth imprinted in the subconscious.


Download data is not yet available.

Author Biographies

Vitalii Biletskyi, Vasyl Stus Donetsk National University, Ukraine.

Candidat of Philosophical Sciences, Associate Professor, Vasyl Stus Donetsk National University, Ukraine.

Hanna Onkovych, Kyiv Medical University, Kyiv, Ukraine.

Doctor of Pedagogical Sciences, professor, Kyiv Medical University, Kyiv, Ukraine.

Natalia Flegontova, Kyiv Medical University, Ukraine.

Candidate of Pedagogical Sciences, Associate Professor, Kyiv Medical University, Ukraine.

Zoia Adamia, Sokhumi State University, (Georgia).

Doctor of Philology, Professor, Georgian International University, Sokhumi State University, (Georgia), Tskhum-Abkhazian Academy of Sciences (Georgia).

Artem D. Onkovуch, Kyiv National University of Culture and Arts, Kyiv.

Candidat of Pedagogical Sciences, Associate Professor, Kyiv National University of Culture and Arts, Kyiv.


BBC News. Russian service. (2019). The series “Servant of the People” with Zelensky became unavailable on YouTube [Online]. Available at: (Accessed: 01.11.2022)

Biletskiy, V. (2016a). ‘Aggressive technologic impact on mass consciousness against the background of East Ukrainian conflict. Setting the stage and first myths’. Skhid, 3(143), 101-109.

Biletskiy, V. (2016b). ‘Aggressive technologic influence on mass conscience against the background of the East Ukrainian conflict. Mythology of the military phase’. Skhid, 4(144), 92-100. doi:

Biletskiy, V. (2018) Manipulative practices against the background of hybrid warfare. Kyiv: FOP Khalikov. (In Ukranian)

Biletskiy, V. (2019) ‘Political agitation and state of mental maturity of the domestic society’. Skhid, 3(161), 53-156.

Campbell, J. (2018) The hero with a thousand faces. St. Petersburg: Piter.

Dodonov, D. (2017a) 'The phenomenon of populism in the modern political space’. Gileya: Scientific bulletin, 123(8), 287-292. (In Ukranian)

Dodonov, R.O. (eds.) (2017b) Hybrid war: in verbo et in praxi. Vinnytsa: TOV “Nilan LTD”. (In Ukranian)

Dodonov, R. (2016) Conflict on the East of Ukraine in the mirror of socio-philosophical reflections. Vinnytsia: Globus Press (In Ukranian)

Fromm, E. (2006). Escape from freedom. Man for himself. Moscow: AST.

Eliade, M. (2010). Aspects of the myth. Moscow: Academic project.

Eliade, M. (2018) The myth of the eternal return: Cosmos and history. Translated by W. R. Trask. Princeton, NJ: Princeton University Press.

Halbwachs, M. (2007). Social frameworks of memory. Moscow: New publishing house, 438 p. (In Russian)

Hrytcfeld, L. (2019) “Servant of the People” conquers the world [online]. BREAKING NEWS. Available at: (Accessed: 01.11.2022)

IMDb (n.d.) Servant of the People [Online]. Available at: (Accessed: 14.05.2022)

Jung, C. G., & Franz, M.-L. von. (1968). Man and his symbols. Dell Publishing.

Jung, C. (1996). Soul and myth: six archetypes. Translated from English. Kyiv: State library of Ukraine for the youth (In Ukranian)

Jung, C. (2016) Psychological Types. London, England: Routledge.

Kara-Murza, S. (2005). Manipulation of consciousness. Moscow: Exmo.

Kuijpers, D. (2019), 'Rally around All the Flags: The effect of military casualties on incumbent popularity in ten countries 1990-2014'. Foreign Policy Analysis, 15(3), pp. 392-412.

Levi-Strauss, C. (1988) The savage mind. Oxford, England: Weidenfeld & Nicolson.

Levi-Strauss, C. (1991) Totemism. London, England: Merlin Press.

Metacritic (s.f.). Servant of the People. Recuperado el 14 de mayo de 2022, de

Propp, V. (2001) Morphology of the folktale. Moscow: Labyrinth.

Propp, V. Y. (2000) The historical roots of the fairy tale. Edited by Peshkov I.V. Moscow.

Sorel, G. (2012) Reflections on Violence. Translated by T. E. Hulme and J. Roth. Mineola, NY: Dover Publications.

Szondi, L (2007). Fate analysis [Sudboanalis]. Moscow: Three squares.




How to Cite

Biletskyi, V., Onkovych, H., Flegontova, N., Adamia, Z., & Onkovуch A. D. (2023). Implementation of the myth of the cultural hero in the social and political reality of Ukraine. Amazonia Investiga, 12(68), 52–66.