archetypes are not determined as regards their content, but only as regards their form and then only to a very limited degree. A primordial image is determined as to its content only when it has become conscious and is therefore filled out with the material of conscious experience.
Jung’s foundational argument that the archetype carries formal rather than semantic determination, acquiring meaning only through conscious elaboration, establishes the irreducible tension at the heart of archetypal semantics.
, The Archetypes and the Collective Unconscious, 1959thesis