Paper dwells upon the theoretical and methodological foundations of leadership, considering key approaches and archetypal theories in modern value changes. The author notes the basis of the classical typology of leadership by M. Weber as manifestations of prereflective, emotional and rationalized trust in the leader. The typological foundations of archetypal leadership patterns based on dominant charisma, context and basic needs are identified. The possibilities of applying the basic ideas of the sociology of the depths of G. Durand in modern concepts of leadership are revealed, drawing attention to the problems of interpreting gender archetypes and their synergistic effects as stabilizing attractors. The main provisions of the philosophy of G. Durand are investigated, emphasizing the possibility of overcoming the logocentric worldview prevailing in Western culture and opening the horizons of visualizing living semantic complexes of archetypes and myths. These categories are proposed to be considered as the primary cognitive and emotional assets of leadership to substantiate the sources of the innovative and self-realization potential of modern leaders. The article analyses the peculiarities of applying mythoanalysis in political leadership, which is undergoing modifications under the diurnal and nocturne regimes in heroic, dramatic and mystical narratives. Paper investigates the features of the mythocritical and mythoanalytic method of G. Durand. It is noted that mythoanalysis expands the mythological narrative to the socio-cultural context of an epoch, country, period, universal social practices, building an ideal myth-model even outside of historical time in the eternal return of myth. The conceptual reformatting of the archetypes of gender leadership discourse in the communicative foundations of moral influence is considered. The communicative aspects of leadership in masculine and feminine motives of hunting and caring archetypes are determined.
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