“In a dualistic, binary, and suprarational culture, our need for mythic realms becomes evident and therefore violently saturated in commercial exploitation.” – Carl Abrahamsson, Occulture: The Unseen Forces That Drive Culture Forward

I came across this passage in my reading this morning. It touches on an issue that I find fascinating: the clash between our inner need for mythic or symbolic depth and the way modern culture tends to package and sell these experiences back to us in simplified, commodified forms. 

I felt the need to unpack this.

 “In a dualistic, binary, and suprarational culture…”

In a society that frames reality in terms of clear opposites — good vs. evil, success vs. failure, rational vs. irrational — we’re often funnelled into black-and-white thinking. The author refers to a “suprarational” emphasis, which puts cold logic, quantifiable results, and scientific reason above all else, as further enhancing this binary framework. Suprarational culture often dismisses the intangible or symbolic realms as “irrational,” seeing them as lesser or as untrustworthy sources of meaning.

 “…our need for mythic realms becomes evident…”

But humans, regardless of how rational or scientific our culture claims to be, still have an innate need for myth, mystery, and meaning beyond the purely rational. Myths and archetypes — these deep-seated patterns of understanding and storytelling — allow us to explore parts of the psyche that binary or rational approaches simply can’t touch. Myths are not just “stories”; they are symbolic maps of the psyche, touching on universal truths that rationality alone cannot express.

“…and therefore violently saturated in commercial exploitation.”

When a society collectively ignores or devalues mythic and symbolic thinking, people’s deep, unconscious desire for these realms remains unfulfilled. In such a vacuum, commercial forces swoop in to provide mythic experiences, but in diluted, often superficial forms. From superhero movies to self-help products and even to branding strategies that position consumer goods as sources of identity and purpose, our need for mythic resonance is “saturated” with commercial exploitation.

Think of how brands co-opt ideas of heroism, transformation, or identity. A shoe brand may sell not just shoes but a “lifestyle” that promises self-realisation. Or blockbuster films use ancient archetypes to appeal to our longing for heroism and connection, often reducing these archetypes to profitable tropes, devoid of the deeper symbolic work true myths encourage. The “violent saturation” here implies a form of cultural overkill, where symbolic experiences are endlessly commercialised, drained of depth, and fed back to us, ultimately exploiting our need for inner meaning without fulfilling it. 

The key takeaway? In our rational, binary-driven world, our longing for myth remains powerful but often unmet. And in that unmet space, commercial culture seizes the opportunity, filling it with consumable “myths” that rarely satisfy. True mythic experience calls us into deep, personal engagement with symbols, archetypes, and the mysteries of the psyche — but that’s rarely what the marketplace has on offer.

So how should we combat this commercial exploitation?

Combating the commercial exploitation of mythic realms requires a shift from passive consumption to active engagement, moving beyond ready-made cultural products to create our own personal, meaningful connections to myth, symbol, and story. Here are some practical approaches to foster genuine mythic engagement in daily life:

1. Reclaim the Role of the Storyteller

Rather than letting myths be handed down through products, we can actively craft our own stories. This doesn’t mean we have to become literal storytellers, but it means seeing our lives as unfolding mythic journeys where we’re the protagonists. Writing, journaling, and even experimenting with creative forms like poetry can help connect us to deeper, personal mythic patterns that feel genuine and alive.

2. Cultivate a Relationship with Symbols and Archetypes

Commercial myth is often superficial, stripping symbols down to recognisable, predictable tropes. But symbols and archetypes are complex, multi-layered, and can offer insights if engaged with sincerely. We might study archetypes through the Tarot, for example, or dip into Carl Jung’s work on the collective unconscious to deepen our understanding of symbols. Rather than accepting symbols as given, question them, interpret them, and consider how they resonate with your personal experiences.

3. Embrace Ritual and Presence

Commercial myth often bypasses the ritual aspects of mythology, focusing instead on the spectacle. But rituals — even small, personal ones — are acts of intention that help integrate meaning. Simple practices, like lighting a candle as a way to start or end the day, creating art to represent emotions, or developing a meditation practice that honours your inner landscape, can foster a more direct and personal engagement with myth. These acts bring a sacredness and presence that’s hard to find in commodified experiences.

4. Engage with Myths as Active Processes, Not Static Stories

Myths aren’t just narratives to be consumed; they’re dynamic maps for personal transformation. A myth like The Hero’s Journey can be experienced directly by recognising the “call to adventure” moments in our lives and viewing challenges as opportunities for growth. Rather than watching a hero on a screen, see where you are in your own mythic journey. What are your dragons to face? What treasures of insight have you found? Engaging myth this way is empowering and grounds our lives in meaning without needing an external product to provide it.

5. Seek Out the Sacred in the Mundane

Commercial myth often promises transcendence through consumption, but true mythic experience can be found in everyday life. This means learning to see life symbolically and treating even “ordinary” moments with reverence. Nature, for instance, offers potent myths of renewal, death, and transformation that need no brand label. Observing the seasons, spending time outdoors, and reflecting on how these cycles mirror our own can create an intimate, genuine relationship with mythic rhythms.

6. Support Art and Communities that Honour Depth

Seek out art and creative work that values depth over spectacle. Independent creators — artists, poets, and filmmakers — often explore mythic themes without reducing them to commodified stereotypes. Supporting creators who engage with myth meaningfully, as well as engaging in communities that value these perspectives, can foster a culture where myth is honoured and explored rather than sold.

7. Question and Consciously Limit Consumption of “Myth-Inspired” Products

This isn’t about abandoning all commercial myth-inspired media; rather, it’s about being discerning. Ask yourself: does this book, film, or brand align with the symbolic exploration I want? Does it offer depth, or is it just “myth-washing” for easy consumption? By questioning these products, we can reduce their hold over us and direct our energy towards more personal, meaningful mythic experiences. (This isn’t to say that sometimes you just want to relax and watch the latest Marvel film for pure entertainment 😀).

Reflecting on the Outcome

When we approach myth with presence, creativity, and a desire for genuine connection, we reclaim our inner world from consumer culture. By actively participating in our own mythic journeys, we can uncover a richer, more authentic sense of meaning and purpose. In doing so, we are no longer passive recipients of packaged “heroic journeys” but become myth-makers, shaping narratives that honour both the mystery and majesty of life.

This reclamation isn’t just about individual fulfilment but about reshaping culture itself, letting authentic myth breathe again as a vibrant, communal force rather than a product on a shelf.