The Unconscious in Group Work

The goal of this paper is to develop a methodology to identify nations’cultural codes via psychoanalytic methods. The methodology is inspired by the method of Clotaire Rapaille who used imprinting to decrypt the cultural codes but current methodology is much wider and is based in psychoanalytic tools. The psychoanalytic methods like as free associations, phantasies, social dreaming matrix, drawings and psychodrama helped to identify nations’ culture codes related to common notions like life, death, war, man, woman, money, motherland. Research methodology: comparison of results from filling in of the questionnaires and the results of group work. The research confirmed that the results of group work differ from the answers given while filling in the questionaries. The results of group work are ‘deeper’ and, perhaps, more reliable than those received from the questionaries. Thus, this method might be used for development for key messages and concepts of advertisements or information campaigns. The results if this paper might be used in marketing or public relations for developing media and information campaigns. But it may be even more appropriate for development of public service announcement since they don’t encourage to buy a product but to change habits of behavior.