The archetypal representations of the character Jinx in Arcane

Abstract

In light of the information overload of modern times, the need for content with deep meaning for consumers is ever-growing. With that in mind, the main objective of this research is to identify the archetypes present in the character Jinx and how they are represented through non-verbal language throughout the series Arcane. It also aims to understand the impact that archetypes have on the construction of such meaningful content, whether for advertising or entertainment purposes. Thus, it is proposed to present a study on the 12 archetypes of Mark and Pearson, based on the research of Carl Jung; the main aspects for defining and building a narrative's protagonist—from physical characteristics to the narration of thoughts and behaviors; and finally, to analyze the archetypes present in the character from the series available on the Netflix streaming service and their changes throughout the story. That being said, the use of archetypes has proven essential for developing a connection between consumers and any form of content in order to make a lasting impression. However, this is only effective if the tool is used coherently and consistently, so as to avoid inconsistencies in communication that could create a negative brand image