The article presents the results of a theoretical and empirical study of the phenomenon of “Renaissance” of magical practices in today’s changing society. An analysis of different interpretations of magic and magical thinking (from classical psychoanalysis to semiotics and cultural anthropology) proves that elements of archaic (mythological) and scientific knowledge always coexist in individual and social consciousness: magical discourse is supplemented and complicated by borrowing psychological categories and pseudo-concepts. It is known that interest in magic, esotericism and the occult is characteristic of a situation of crisis and transformation of social institutions, which turns into increased uncertainty and unpredictability, as a result of which individuals turn to different, including marginal, strategies for constructing identity and life path. One of these strategies is positioning yourself as a professional “magician” or “esotericist”. This type of positioning should be considered a special form of socialization and individualization, maintaining selfrespect and a positive social identity in a transitive society and culture. The hypothesis put forward is confirmed by the data of the case study, namely, the narrative analysis of an interview with an astrologer, whose life choice and professional development took place in the post-Soviet period