POLITICS, PSYCHOLOGY AND EDUCATION:

The aim of this work is to demonstrate, through the concepts and theories of Jungian Analytical Psychology and, above all, the theoretical guidelines of French Discourse Analysis, how archetypal images can influence the construction of an intricate discursive ethos, as well as the formation and structuring of Jair Messias Bolsonaro's speeches. It also seeks to understand how the effects of meanings were able to recreate a heroic journey towards winning over public opinion in the 2018 presidential campaign, transforming the simple presidential candidate into a mythical being, capable of appeasing the minds and hearts of several generations, from the small child to the old pensioner. The work also seeks, through the mobilization of discursive and psychological theories, to verify the recursiveness of the discourses induced by the primordial matrix, the archetypes, as well as to analyze their formation in the individual unconscious, the production of archetypal images, the borrowing of mythical essences, the structuring of the discursive ethos and, finally, how the effects of meanings triggered by these primordial images make sense in the collective conscious of individuals.