Corporate Cults: Corporate Identity and Storytelling in the Context of Archetypal Symbolism

Abstract

Corporate identity has certain qualities that enable the organization to be known, understood, and noticed. Corporate stories are powerful and permanent narratives that express the corporate identity. Corporate values are presented to target audiences with stories. Archetypes are used in this sense as part of corporate stories. Using Jung's four archetypes, the representation of corporation, its cultural values, and its social implications are addressed in a holistic approach and can be used to reveal the basis of corporate identity. Corporate archetypes create a common consciousness that shapes the target audience perception. In this study, it was attempted to reveal the relationship between the corporate stories, which were created through archetypes of Jung, and the elements of corporate identity. For this purpose, in the context of the study, the relationship between the four archetypes and the elements of corporate identity is examined in accordance with the information contained in corporate advertising. © 2021, IGI Global.