Personality in the totality of the system: crypto-component of discourse

The article deals with information and normative aspects of communicative activity of a person. It is assumed that the alienation of the human nature from his or her existential experience is the consequence of informational influence and communication practices reification. Particular attention is paid to studying the impact of the information on the human identity in the traditional socio-philosophical conceptions of communication and discourse, as well as socio-psychological theories of influence. The authors consider the cryptocomponent of the discourse and introduce the notion of “competitive discourse units", which allows to explain the power mechanism of the discourse.