Abstract: The subject of this research is the positive provocation, its essence, types, structure, causes, riskiness, as well as the models of positive provocation in sociocultural environment. The object of this research is the provocations, the subject of which desires to achieve positive result for itself and the object of provocation. The author examines the various cases of application of provocation in the areas of philosophy, art, literature, education and social advertising; as well as the diverse models of the use of positive provocation in postmodern society. A conclusion is made that it is caused by the desire of provocateur to motivate the object of provocation for actions, beneficial to both, the subject and the object. The scientific novelty lies in systemic consideration of the forms of positive provocation at the various social levels; as well as in substantiation of conclusion that the positive provocation can be of altruistic nature and carry social importance, is not a method of causing distress, and requires a high level of reflexivity form the provocateur. The relevance of this article is justified by the broad distribution of prevocational practices in modern world and the need for their examination in the negative and positive aspect. The author formulates the definition of positive provocation, and concludes that the instruments of positive provocation at the microsocial level are trust, dishonesty, concealment of true intentions; while at the macrosocial level – the emotional pressure. The positive and negative provocation are ambivalent: negative can become positive, or the other way around, depending on the circumstances.