Four decades ago, archetypal psychology offered a different way of viewing all things psychological. As radical and useful as this move was forty years ago, however, it is time to question the sustainability of tenets like these for our contemporary world. As the highly turbulent 21st Century enters its second decade, it is time to ask ourselves "why archetypes?" and "why images?" This book explores these questions through a variety of topics, ranging from clinical psychology, death, cultural colonialism, paranoia, feminism, ecology, education, capitalism to politics. This book is committed to the fact that an archetypal approach should not estrange us from mundane reality; it should facilitate a stronger, more complex, and more active involvement with it. This is what archetypal studies are setting out to do--yes: to do.