The first dolls, such as Motanka dolls, did not have human faces. Our ancestors believed that if you give a doll a face, a spirit can move into it and take over the child’s life. The doll had a sacred meaning and was often a talisman that passed on family power from generation to generation. Dolls were also used in various rituals and shamanism. With the help of Voodoo dolls, known to many, who were identified with a specific person, sorcerers gained power over that person and could even take his life. Time passes and dolls from sacred mystical traditions have moved into the area of ​​children's games, taking a strong position as a tool for development and entertainment - toys. A child plays with a doll. And play activity, both in humans and in animals, is a preparatory stage for adulthood. Young lion cubs playfully hunt each other, small children play mother's daughter, shop, etc. Playing, imitating adult life, the child tries to comprehend its secret, to find his place and purpose. A child’s toys and games represent the opportunities for self-realization offered by society. Dolls, in turn, are an integral part of girls' games. What possibilities do modern dolls demonstrate to future women? Dolls for girls were replaced by Barbie dolls and other “beauty” dolls. These dolls are presented in the form of adult women in beautiful outfits, with the figure of a fashion model and an abundance of makeup. And these changes symbolize new guidelines that have been updated in today's society. Let's look at this from the point of view of archetypal psychology. C. G. Jung introduced the concept of the collective unconscious, which has an innate character. The collective unconscious is a part of the psyche that preserves and transmits from generation to generation the heritage common to all humanity. The content of the collective unconscious is made up of archetypes. According to Jung, an archetype represents the structural elements of the human psyche, which are hidden in the collective unconscious, common to all humanity, this is a way of connecting images passed on from generation to generation. They are inherited in the same way that body structure is inherited. Archetypes structure our understanding of the world, ourselves and other people. One of the main archetypes proposed by Jung is the Mask or Persona. A mask, or Persona, is an archetype that represents the social role that a person plays, fulfilling the demands addressed to him by society, the public face of a person, perceived by others, it hides the true essence of a person’s personality. A person is an instrument of human social adaptation. Complete identification with a person leads to loss of connection with oneself. We can say that by identifying with a person, a person “ossifies” in a certain image, loses his flexible, developing nature, and becomes a doll. What is a modern doll if not a person, a small character representing an image widespread in the modern world? Now let's turn to the most popular images among girls and teenagers: this is a glamorous Barbie, with the appearance of a fashion model or a Hollywood star, or a new idol, a doll from the Bratz series - a cute high school girl, with huge lips, in a variety of bright outfits. Of course, Barbie has many friends, including a disabled girl, which, according to the creators’ idea, should serve to develop tolerance among young beauties. But what is tolerance if not the acceptance of different things, the acceptance of individuality, which is out of the question when the beauty Barbie, the ideal so to speak, is in the center of everything. Naturally, a girl playing Barbie will identify herself primarily with her, and not with her many friends. And here I don’t want to make any claims to the creators of modern dolls; they only reflect trends present in society. And if not from store shelves, then from TV screens and computer monitors, we encounter the same archetype. Life of stars, fashion modelsand fashion models literally flooded the information space. The beauty industry can compete with the food industry. Being fashionable and beautiful has become vitally important, almost as much as eating and drinking. From the point of view of archetypal psychology, we are talking about the presence of a dominant in the female consciousness of a specific archetype. And the presence of a dominant signals a distorted relationship with the dominant archetype, more specifically, an obsession with it. What female archetype so actively dominates the social realities of our days? To answer this question, I propose to go back in time and trace some dynamics. Before the arrival of the Barbie doll, the most popular dolls were those that were approximately the age of the girls playing with them. It is interesting that with this correspondence, the doll was to a lesser extent the object of identification of the child with the toy. Girls nursed their dolls, fed them, gave them holidays, etc., that is, they identified primarily with their mother and the maternal role as such, while the doll was a toy, a tool necessary for carrying out such a game. The girl could also identify with the doll, playing with it as a child or an adult. So, we see that the main roles played out when a child plays with a doll are the role of mother and child. At the same time, the process of identification is quite flexible and behavioral stereotypes are drawn mainly from the parental family, and not from the doll itself. The most manifested archetypes here are Mother and Daughter. If we turn to ancient Greek mythology, these are Demeter and Persephone. These are the most common archetypes in traditional patriarchal culture. The woman played either the role of a mother, caring for her children and husband, or the role of a daughter, an infantile girl, forced to follow the instructions of adults, i.e. follow the will of her husband and traditions in everything. Often both roles took place simultaneously. I note that dolls depicting adult women were present in the circles of “high society” long before Barbie. But this cannot be called a global social trend. The peculiarity of these dolls was that they depicted young ladies of high society, in magnificent outfits. Playing with such dolls, the girls must have delved into the peculiarities of behavior and manifestations of their social role and status. So, let’s return to our time again and again turn to the Barbie doll, which has already become its symbol. Now we understand that the arrival of this doll represents the arrival of a new dominant in the social life of a woman. The doll has matured and turned from a child into a young and beautiful woman. We can guess that the role of the mother and the position of the child have faded into the background for the woman and she is trying herself in a completely new role. Perhaps, with the addition of more freedoms, women's consciousness has matured and now a woman feels that she can express herself in a much larger number of social roles. At the same time, the role of the mother is not lost; remember that Barbie has children and there is even a pregnant Barbie. Perhaps this is true and in this sense we can rejoice in the new possibilities symbolized by the arrival of a new doll. But at the same time, we are talking about a dominant. And this dominant is expressed in the sameness, the excessive prevalence of the same doll, the same image, the features of which we have already discussed earlier. Now we know that the image of the Barbie doll displaced the dominant archetypes of Mother and Daughter, which were present in the traditional social structure. But what kind of image and what kind of archetype is this? Fashionable, beautiful, modern, with an ideal figure and the same, stamped, standardized. This is a kind of woman idol, whom they want to be like, whose image they strive for. Calling this image in the language of Greek mythology, this is Aphrodite, the goddess of love and beauty. We can say that Barbie symbolizes the popularity of the cult of Aphrodite, only in its perverted form, as I already said, we are talking about obsession. The archetype of the beautiful Aphrodite itself is natural; it symbolizes the blossoming of sensuality and sexuality in a young girl,.