The article mentions Jung's "collective unconscious," which is often misunderstood.

What he meant by it is that some unconscious features are collective, meaning they are genetically programmed in all people. Jung believed this also includes certain thought patterns, which can be inferred from stories. For example, he would have argued that a paragon of wisdom is typically an older man with a white beard (Gandalf and Dumbledore come to mind) because we have a genetically programmed inclination to see older men with white beards as paragons of wisdom.

Jung liked to use these kinds of methods to analyze the human psyche and its structures. Interesting guy. If anyone is interested, I recommend his collection of essays, Modern Man in Search of a Soul, as a first read.