Problem of variations in associative norm

The paper discusses the theoretical and methodological prerequisites for the creation of a general theory of linguistic consciousness, including a set of experiments capable of testing and possibly partially refuting some of its points. The main idea of such a theory is the simultaneous coverage of external (social) and internal (personal) factors in their influence on language viewed from the anthropocentric perspectives. The provisions of the general theory of linguistic consciousness and the underlying experimental researches will allow to determine how the internal (emotions, values, etc.) and external (age, profession, etc.) conditions influence changes of the meanings of words and of their interconnections.