The article is devoted to the consideration of the theory of social action in the context of criticism of the theory of action by analytical philosophy. Firstly, the article describes the basic concepts of social action by M. Weber, E. Durkheim, and T. Parsons. Despite some disagreements between these sociologists, they agree that social action is purposeful and intentional, as well as focused on other people, due to which it receives a social characteristic. Then the author turns to analytical philosophy, in which the concept of "intention" was subjected to skeptical analysis. For example, in the philosophy of late Wittgenstein, action receives its meaning not from the intentions of the actor, but from the context of its implementation, just as words get their meaning from the conditions in which they are used. His ideas were developed by E. Anscombe, who rejected introspection as a method of comprehending the intentions of the subject of action. An obvious consequence of the refusal of psychologizing intent was an appeal to the context of the action being performed and to its social conditions as well. Having considered examples of the application of the theories of social action, the author concludes that sociologists in most of their studies use the model of a rational subject of action, the distinguishing feature of which is awareness of one’s own intentions and goals. Although some researchers have attempted to make this model weaker in order to approximate it to real participants of social interaction, these changes did not affect the awareness of the subject of action of his own goals and intentions. Therefore, the author of the article concludes that one of the urgent tasks of sociology is to develop a new model of the subject of action, which will organically combine the subject’s orientation to the external context and limited awareness of the grounds for his own actions.