Introduction. The authors of the article attempt to trace the processes of normative regulation in modern society and its patterns; the nature of the norm and the transformation of human perception of the normative field are investigated; the analysis of stereotypes of the norm in the structure of public relations is carried out. Theoretical analysis. The methodological basis of the research is based on the principle of the unity of historical and logical, structured within the framework of the principle of a materialistic understanding of history. The analysis is carried out using the methods of social philosophy – hermeneutical, historical and comparative, as well as taking into account the possibilities of dialectics. In the study of states of social uncertainty and in substantiating the status of a person as a person of the norm, the principle of ascending from the abstract to the concrete is applied. Conclusion. The study of the causes and patterns of transformation of regulatory control allows us to conclude that the norm in the system of public relations manifests itself as a need to fi x public relations and as freedom through the representation of it in human activity. The violation of this dialectical unity leads to destructive phenomena in social processes and serves as an ontological basis for the expansion of the normative alienation of a person. The norm fixed by a person’s worldview is formed in the processes of his or her self-determination.