ARCHETYPE AS A CODE OF POPULAR CULTURE

Glossary which installed by codes of popular culture is compiled, including archetype. Archetype discussed as an object of self-study (K.-G. Jung) having an independent value and allows to make a variety of intellectual operations, aimed at establishing other views. The archetype also considered as a matrix/mechanism/algorithm/model of other views. This primarily concerns the category of "myth" and "cognition", "consciousness", "language", "character", up to "the world" etc. Archetype considered as the definition, the use of which allows to specify or expand problematic field research, to enrich its content. Examples of manifestations of the archetype in the Russian popular culture (masculine and feminine archetypes in film, literature, television) are given.