The article implements the reception of the original research perspective of the "history of concepts" in order to conceptualize the phenomenon of privacy. The heuristic expediency of this particular analytical optics is substantiated. It makes possible to comprehend in a new way the private reality, which, as it turned out, is devoid of substantiality (today the private can be everywhere) and universality (in the sense that the word "private" can mean a lot of things and these meanings. in representative culture, embedded in the latent structures of power dispositions). It has been proved that the analytical apparatus of the "history of concepts" can be useful as a methodological tool for overcoming the theoretical insufficiency of the classical type of social cognition with its conceptual imperatives of "natural" certainty, rigid orderliness, abstract rationality, "value neutrality", universality, and general applicability to any realities. The "history of concepts" approach, on the other hand, suggests taking into account reflexivity, contextual involvement, double hermeneutics, revealing the origin of the phenomena of human existence, "captured" in a representative linguistic order – concepts, categories, metaphors articulated in linguistic communications. The application of the epistemological principles of the "history of concepts" to the conceptualization of privacy made it possible, therefore, to expand the traditional ideas about this concept and to establish under what conditions this conceptual form: a) is filled with normative meanings; b) acquires a special value status in the actual conceptual vocabulary involved in the everyday interpretive strategies of the "personal I"; c) it is supplemented with new semantic connotations ("linguistic innovations" in R. Kosellek's terminology) in the structure of thinking similar to "publishing the private", "privatizing the public", which brings to the fore the issue of reflection on the specific contextuality that guides the work of the language.