In Jungian psychology the personal unconscious contains material not related to them personally. The collective unconscious contains shared associations and memories called archetypes, or elemental ideas, primordial images to which all people can relate. For example everyone has a physical mother but also a picture (ideal) - archetype - of 'Earth Mother' the benign nurturing spirit.
Agent 99 - Online story telling
Audience engagement through storytelling on social media and mobile apps
