The paper examines the issue of inconstancy and academic exclusion of the term mentality, which occur despite a long history of its being studied by several scholarly disciplines and a broad usage in various public spheres. Being of the opinion that, in the academic sense, the term mentality is like a sinking river - intermittently present and absent - the authoress reminds us of dominant paradigms of mentality studies, both the ones that use the term and those that rejected it, but nevertheless addressing it from the perspective of contemporary theoretical concepts and under different names. Apart from the academic exclusion, the necessity for developing a more adequate analytical approach lies in the instrumental-associative potentials of mentality-related contents in their political and propagandist usage, as well as in their adaptability to different forms and means of communication. In the opposite case, by avoiding themes and phenomena that are not in academic fashion, we deprive ourselves of the knowledge of the academic community that creates that fashion and the apparent status quo. Similarly, in case of ceasing to question narratives on mentality properties, we deprive ourselves of the knowledge of communities that create such narratives and their interest derived from the placement of such narratives.
