This article deals with the study of ideological proxonyms functioning in the individual vocabulary according to the context of sociocultural and time factors. The article identifies the factors that determine the semantic similarity of lexical units in the speech organization of an individual and also reveals the unique features of ideological proxonyms based on their dependence on the pragmatics of everyday norms and agreements. The purpose of the article is to prove that the connection between objects or phenomena in similarity or resemblance is established on the basis of sensual or intellectual intuitions when a person does not realize exactly on what signs he or she identified the similarity.
It is also supposed that the definition of the studied phenomenon is based on the anthropocentric approach to the language and the psycholinguistic concept of the word meaning and identification of the unique features functioning in the individual vocabulary at the modern stage of the society development.
To confirm the hypothesis the authors conduct an experiment with the use of the subjective definitions method which is designed to study words that acquire ideological properties appearing under the influence of pragmatic factors