SUMMARY
The article presents and analyzes a three-level model of a self-designing personality (“plagiarist”, “reader”, “author”) and describes the psychological characteristics of the subject of self-designing on each of them. In the optics of the psycho-hermeneutic approach, the conception of discursive technology as a communicative- and -semiotic process is proposed. The process provides storage, accumulation, transformation, translation and retranslation of the value-semantic resource incorporated into certain sign-symbolic forms, in particular, in a wide range of sociocultural and personal texts. It is shown that discursive technologies at each of the selected self-designing levels have an expressed specificity, due to the methods of the individual experience organizing, the text objectification of this experience, sense-formation strategies and understanding procedures. The basic discursive technology at the level of "plagiarist" is the statement. The technology of transition to the “reader” level is an informational dialogue, in the process of which the topic of statements is explicated, which, in turn, starts the process of structuring, framing the individual “vital material” and creating narrative constructs. The narrative becomes the main discursive technology of the personality at the “reader” level. To go to the optional “author” level a personality has to master the technology of semantic dialogue, during which the creation of auto-narratives takes place. At the “author” level, thanks to a certain value-semantic “logic” of the auto-narratives integration into a single semantic whole, a personality vital product is born. The leitmotif appears the backbone of the product, as well as the means of navigation of the personality within it. It is generalized that the discursive technologies of personality self-designing are directed to the thematic organization of life situations at the “plagiarist” level; the space-and-time and cause-and-effect structuring of life events at the “reader” level; value- and-semantic integration of the life history at the “author” level.