The present paper deals with the diaries of Alexander Blok dated 1901-1921 reflecting the process of the writer's self-identification. During 20 years under the influence of various social and cultural situations Blok's "Self-Conception" is undergoing significant changes. The vector of these changes shows the complicated evolution of the Author's "Self." So purpose of the work is to explore the development of Bloks self-identification. The base of the author's personal identity in the text is comprised of such conceptual dominants as "Beautiful Lady," "Art" ("Creativeness"), "Intelligentsia," where the first dominant, being the base of the creative life strategy, performs a hyperonymic function which also defines the attitude towards the others. The model of the author's identity is defined by the following divergent communicative vectors: 1) Self/She, Self/Others as a marker of the positional social abstraction of Blok (individual => group => ontological oppositions); 2) Self/Alter Ego as a marker of reflective autocommunication; 3) Self/We as a marker of group selfcategorization. This work represents not only an analysis of the Bloks creation, but also reflects the realities of the contemporary state of literary art and its influence on the poet.