Barack Obama's historic nomination has rejuvenated pride in the quintessential American dream. It has rekindled hope and the desire for "Change we can believe in." No doubt that the campaign has a tough road ahead in shoring up support from blue collar workers, white males, Latinos and many other groups. But Senator Obama and his band of believers have built a compelling case for "hope" especially at a time when the economy is hurting at so many levels. Clearly the "collective unconsious" is at work here. It is a proud moment for Black, White, Latino, Asian and culturally diverse segments. But it is also a moment to recognize this collective spirit that transcends gender, race, religion or language. It represents the "unalienable rights" that include "life, liberty and the pursuit of happiness" so brilliantly articulated in the Declaration of Independence and forms the very basis for the Constitution of this democracy.
To marketers and researchers, this moment in history reinforces the value of looking beyond obvious stereotypes especially in a global and multicultural world. The importance of mythical realities that shape our values, beliefs and aspirations as a society. Communicators that have cultivated the ability to identify dominant cultural archetypes have an edge over those that are hovering around stereotypes.
The "Big Idea" for this outstanding campaign by Senator Obama has clearly brought to the forefront the role and use of the Internet. But it is the deeper magic of connecting with a larger subconsious that will guide this Hero's Journey into a place that will be a first for America and indeed for the Western world.
Some suggested websites for additional information on mythical archetypes - Ava Lindberg, SunResearch
http://www.suninsights.com/articles.html
http://en.wikipedia.org/wiki/Joseph_Campbell
Joseph Campbell -The Hero with a Thousand Faces, The Power of Myth
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