The article presents the results of theoretical reflection of various psychological mechanisms (automating conformism, deindividualization, depersonalization), the essence of which boils down to the loss of a person’s own self as a key reference point in the construction and cognition of the social world. It is shown that the personal I is supplanted by the hypertrophied We as an attributive property of group consciousness, which is based on the idea of being chosen and superior.
