^aC.G. Jung Institute of San Francisco

Correspondence: Thomas Singer, 2536 Clay Street, San Francisco, CA 94115, USA. E-mail: tsinger@batnet.com

Abstract

Trigger words have the power to activate deeply entrenched cultural complexes, at the core of which are archetypal contents including those of the 'hero' and 'shadow.' The activated cultural complexes have embedded in them potent, negative affects and stereotypical thinking/imagery. They stimulate very old memories, fears, hatreds and traumas. These psychic contents can be projected onto individuals and groups to create 'us vs them' splits.