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Introduction. The article examines the archetypal images of the leader, reveals the concept of the archetype of the leader, shows the image of the leader in the context of different historical and cultural epochs. Theoretical analysis. The analysis of key sources on the topic was carried out, the theory of the archetype and the collective unconscious of K. Jung was chosen as the methodological basis of the research. The author also gives the comparative analysis of leadership archetypes and modern ideas about the archetypes of leaders based on the own typology of leadership styles and V. G. Turkina’s approach to the analysis of the archetypes of the modern hero-leader through the prism of key parameters of mass society. Conclusion. Of particular importance for understanding the content of leadership are the key archetypes of analytical psychology (anima, animus, shadow, self). The author comes to the conclusion that leadership is perceived at all times and among different peoples from common positions: leaders appear in the images of a superman (deity), ruler, hero, sage, transformation. These images can be considered archetypal. Modern images of leadership generated by socio-economic progress and the peculiarities of mass culture, mass production and consumption correlate with the primordial images of leaders, but reflect the current state of society. These are the archetypes of the Achiever, Inspirer, Bureaucrat, Organizer, Team (Project) Leader and Expert.

Introduction. The article discusses the main psychoanalytic ideas of leadership, starting with the analysis of the fundamental work of Z. Freud’s “Mass psychology and self-analysis”, ending with an overview of modern leadership concepts using or based on the provisions of psychoanalysis. Theoretical analysis. The pa per analyzes the psychodynamic processes in the dyads “leader – crowd” and “leader – followers”, identifies the key concepts of leadership used in psychoanalysis. The problems of leadership determination and key characteristics of leaders are considered taking into account current ideas about the nature of leadership. Conclusion. Based on the analysis, it can be concluded that representatives of psychoanalytic theories have made a significant contribution to the development of concepts considering the origin and characteristics of leadership. The ideas of psychoanalysis allow us to complement modern approaches to leadership studies.