Researchers Michael Faber and John Mayer Faber say that mass media uses archetypes - prototypical characters - in their narratives. Carl Jung first proposed the concept of universal archetypes, which include caregivers, heroes, jesters, lovers, and outlaws. The researchers found that how people react to and are affected by such characters in cultural media - their 'resonance' to archetypes - predicts their personal life themes and media preferences.
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