Zarządzanie umysłem mitycznym
Managing the Mythical Mind

Summary/Abstract: The aim of the article is to consider whether the mental mechanisms essential for the functioning of a myth, used effectively for many years in culture-creating activities (especially in the area of art and entertainment), can also be applied to the processes of cultural management. The hypothesis of such a possibility is based on the belief that the same properties of human cognitive architecture that account for the popularity of the form of myth are (or can be) used to shape specific attitudes and actions. In particular, this applies to such properties of myth as narrative communication, fiction, worldview referencing, concepts of agency, as well as counterintuitive imagery and primary metaphors. The article is a theoretical study based on a review of literature in the field of the theory of myth and cognitive science, discussing the perspective of the application of findings made at the intersection of these two domains in management theory and practice as well as potential empirical research in this area.

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