Guest post: the magic of archetypes
![Thumbnail of Brand Archetypes: The Definitive Guide [36 Examples]](https://iconicfox.com.au/wp-content/uploads/2018/05/iconic-fox-Atchetypes-12-jungian-map.jpg)
digital ecosystems — kening zhu
keningzhu.com
“Archetype” is the word that Jung used to refer to the contents and structures of the collective unconscious: inherited or innate potentials, forms, or ideas which are transformed into universal symbols once they enter into the conscious mind.
Sharon Blackie • Hagitude: Reimagining the Second Half of Life
Kei Kreutler, in Artificial Memory and Orienting Infinity, reframes cultural memory systems—rituals, archives, architectures—not as storehouses of facts, but as technologies of orientation. Their purpose is to help agents navigate an overwhelming and shifting landscape of relevance. Memory in this sense is not for preservation but for direction—for
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