ABSTRACT
According to C. G. Jung, the creative process is born in the unconscious. In terms of narratives, the unconscious is also the moving force behind storytellers characters' motivation, sense of direction, impulses, and both positive and negative emotions. The presence of the common psychological base – the collective unconscious – is important as it emphasizes the structural similarities of human narratives instead of concentrating on the cultural and personal differences. Active imagination is spontaneous creativity, but it can be managed and directed to produce a creative product. In several of his articles concerning the role of the collective unconscious in the creative process, Jung criticizes S. Freud and his disciples for looking for the artist's personal problems in the work of art. In Jung's view, the unconscious consists of two layers: the deeper collective level, and the more superficial personal part.
